Condé Nast Traveler’s annual Hot List issue celebrates the newest and, of course, hottest hotels, restaurants, and nightclubs that have opened all over the world in the past year. And to celebrate the issue—one that advertisers love, judging by its size—the magazine typically heads to one of those aforementioned hot spots. This year’s choice: the dramatic and pricey Japanese restaurant Megu.
The two-level restaurant proved a challenging location for the magazine’s special projects director, Lindsey Hicky. “Megu is such an amazing space, however, the decor is already so elaborately detailed that we had to work creatively to feature our advertisers in a way that worked well in the existing atmosphere and still effectively communicated their brand message,” she said.
Different spaces in the venue were dedicated to different sponsors. “The conceptualization of each space was a collaboration between the advertiser and the magazine,” Hicky said. “We wanted each brand to reflect both the image of Condé Nast Traveler as well as its own.”
Gaming tables and slot machines in the back represented Las Vegas; a tropical, thatched roof hut and buckets of Red Stripe beer represented Jamaica. There was even a “Loews Lounge,” complete with bathrobe-and-slipper-clad model caterwaiters and “faux” windows: Top Notch Graphics created three 5- by 7-foot images of Loews properties covered in plexiglass and flanked with sheer curtains, giving guests the impression that they were looking out onto a Loews property. (As a fun twist, guests were invited to participate in a “Where are you?” contest—based on a sweepstakes that the magazine runs each month—by reading clues about each property and guessing the location. Winners received a two-night stay at the property.)
Each of the event’s 500 guests received a poker chip upon entering the space, and then encountered caterwaiters from Andy King Events wearing only pajama bottoms and holding trays of cookies, while downstairs Megu staffers passed around Asian-inspired hors d’oeuvres, including trays of sushi and Kobe beef meatballs. Later on, the poker chips were used to redeem gift bags at the end of the evening. Guests passed by a table set up outside and presented their chip to get their gift bag. (Now, if only Vegas offered a guarantee like that.)
—Erika Rasmusson Janes
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The two-level restaurant proved a challenging location for the magazine’s special projects director, Lindsey Hicky. “Megu is such an amazing space, however, the decor is already so elaborately detailed that we had to work creatively to feature our advertisers in a way that worked well in the existing atmosphere and still effectively communicated their brand message,” she said.
Different spaces in the venue were dedicated to different sponsors. “The conceptualization of each space was a collaboration between the advertiser and the magazine,” Hicky said. “We wanted each brand to reflect both the image of Condé Nast Traveler as well as its own.”
Gaming tables and slot machines in the back represented Las Vegas; a tropical, thatched roof hut and buckets of Red Stripe beer represented Jamaica. There was even a “Loews Lounge,” complete with bathrobe-and-slipper-clad model caterwaiters and “faux” windows: Top Notch Graphics created three 5- by 7-foot images of Loews properties covered in plexiglass and flanked with sheer curtains, giving guests the impression that they were looking out onto a Loews property. (As a fun twist, guests were invited to participate in a “Where are you?” contest—based on a sweepstakes that the magazine runs each month—by reading clues about each property and guessing the location. Winners received a two-night stay at the property.)
Each of the event’s 500 guests received a poker chip upon entering the space, and then encountered caterwaiters from Andy King Events wearing only pajama bottoms and holding trays of cookies, while downstairs Megu staffers passed around Asian-inspired hors d’oeuvres, including trays of sushi and Kobe beef meatballs. Later on, the poker chips were used to redeem gift bags at the end of the evening. Guests passed by a table set up outside and presented their chip to get their gift bag. (Now, if only Vegas offered a guarantee like that.)
—Erika Rasmusson Janes
Related Stories
Traveler Debuts New Hotel Gansevoort Roof
Old and New Meet at Megu
Traveler Sneak-Peeks New Maritime Hotel
Travel Mag’s Beachy Bag
Condé Nast Traveler Rocks the Chambers
At Condé Nast Traveler’s Hot List party at Megu, tropical decor with orchids, ginger blooms, and thatched huts accented a Jamaica-theme area.
Chartreuse lounge furniture dotted Megu’s cavernous space.
Okamoto Studio’s large ice sculpture dominated the entryway.
Shirtless, pajama-pants-clad caterwaiters from Andy King Events offered cookies from trays.
