Magazine parties for advertisers are on the rise, but often they don't have much more than a bar, hors d'oeuvres and a DJ. But to compete with the rest of the high-profile parties going on during Fashion Week, Stuff magazine put together a fun, 70's- and 80's-themed party to celebrate the launch of Fila's Heritage line of clothing. Models, graffiti artists and break-dancers attired in the retro styled line of sweat suits and athletic wear—which targets both the urban hip-hop and tennis-playing country club sets—showed off the new collection to the assemblage of fashion, retail and sports industry guests at Show.
Produced by Tony Berger of Strategic Group, the event's loungey atmosphere featured subtle decor touches to maintain the event's retro theme. In one section, a red shag carpet was placed under coffee tables decorated with lava lamps. Seating included white leather couches and loungers, and stacks of car tires were topped with Fila- and Stuff-branded pillows. Upstairs, an old Atari console—"we got it from Ebay," Berger explained—was hooked up to an old TV in the V.I.P. room, and magic eight balls dotted the cocktails tables. Break-dancers from Stepfenz performed for the crowd, and graffiti artists tagged white canvases.
To give guests a hint to the event's theme, the party's information was printed on round stickers by C2 Media and stuck onto used 12-inch vinyl records supplied by Banana Music.
—Suzanne Ito
Produced by Tony Berger of Strategic Group, the event's loungey atmosphere featured subtle decor touches to maintain the event's retro theme. In one section, a red shag carpet was placed under coffee tables decorated with lava lamps. Seating included white leather couches and loungers, and stacks of car tires were topped with Fila- and Stuff-branded pillows. Upstairs, an old Atari console—"we got it from Ebay," Berger explained—was hooked up to an old TV in the V.I.P. room, and magic eight balls dotted the cocktails tables. Break-dancers from Stepfenz performed for the crowd, and graffiti artists tagged white canvases.
To give guests a hint to the event's theme, the party's information was printed on round stickers by C2 Media and stuck onto used 12-inch vinyl records supplied by Banana Music.
—Suzanne Ito
Graffiti artists tagged signs at Stuff magazine's 70's- and 80's- themed launch event for Fila's new clothing line at Show.
A large white projection screen was suspended above the stage, and Fila-branded signage hung in an elevated seating area.
Stuff- and Fila-branded pillows dotted the seating areas. Stacks of tires served as seats.
Break-dancers from Stepfenz performed for guests on Show's stage.
