Branding is in and GQ knows just how to do it. With creative assistance from the event producers at EventQuest, the magazine took its lounge concept to the beach—South Beach—that is. With the success of the lounge in New York, San Francisco and Los Angeles, the next step was to head to Miami.
GQ took up temporary residence at Mynt, the ultra-hip, freshly revamped club on Collins Avenue. New York-based EventQuest began by installing numerous flat screens around the main room to showcase GQ's various advertisers. Screens featured continually changing images representing corporate partners including Song Airlines, Crown Royal, Jose Cuervo, Captain Morgan, Smirnoff and Tanqueray. Additional installations included a wall of denim from Earl Jean, a table base made of a metal prop from a Pontiac GTO and a display featuring a watch by David Yurman.
Celebrities such as LL Cool J milled about and soaked up the scene, while guest DJ Cee Low spun cool club tunes. EventQuest's colorful, ever-changing video projection, coupled with mod décor and dim lighting set the stage for the unveiling of Pontiac's new GTO. The event rocked on until the wee hours of the morning—and continued in much the same fashion for the next 10 days—until the lounge continued on its way to the next stop on the branding tour.
—Shari Lynn Rothstein
GQ took up temporary residence at Mynt, the ultra-hip, freshly revamped club on Collins Avenue. New York-based EventQuest began by installing numerous flat screens around the main room to showcase GQ's various advertisers. Screens featured continually changing images representing corporate partners including Song Airlines, Crown Royal, Jose Cuervo, Captain Morgan, Smirnoff and Tanqueray. Additional installations included a wall of denim from Earl Jean, a table base made of a metal prop from a Pontiac GTO and a display featuring a watch by David Yurman.
Celebrities such as LL Cool J milled about and soaked up the scene, while guest DJ Cee Low spun cool club tunes. EventQuest's colorful, ever-changing video projection, coupled with mod décor and dim lighting set the stage for the unveiling of Pontiac's new GTO. The event rocked on until the wee hours of the morning—and continued in much the same fashion for the next 10 days—until the lounge continued on its way to the next stop on the branding tour.
—Shari Lynn Rothstein