It can be hard to pluck busy journalists from their desks in the middle of a workday to attend an event—but perhaps not as hard if you lure them to a serene beach on a mild Los Angeles afternoon. That's the approach taken by organizers behind the launch of Wonderwall, surfer Laird Hamilton's surf and skate apparel collection with Steve & Barry's stores, which took to Paradise Cove beach yesterday afternoon.
Steve & Barry's fashion PR director Martin Higgins and associate PR director Rebecca Fitts tapped Shannon Davidson to produce the press event for about 40, where print and broadcast journalists could interview Hamilton in front of colorfully decorated cabanas right on the sand. "It was a lifestyle-driven event. It was really about creating a beach environment where Laird was comfortable talking to the media," Davidson said. "Paradise Cove is absolutely beautiful."Steve & Barry's generated the visual displays in house, with a look similar to store merchandising and the collection's look book. Davidson dressed Paradise Cove's existing cabanas in striped decor and brightly colored signage. The structures contained a plasma TV and product displays.
Servers from the Paradise Cove Beach Café passed casual hors d'oeuvres like crab cakes and quesadillas, and guests could pluck their own bottled beers out of plastic tubs, like you might find at a backyard barbecue. "It was very laid back," Davidson said.
Steve & Barry's fashion PR director Martin Higgins and associate PR director Rebecca Fitts tapped Shannon Davidson to produce the press event for about 40, where print and broadcast journalists could interview Hamilton in front of colorfully decorated cabanas right on the sand. "It was a lifestyle-driven event. It was really about creating a beach environment where Laird was comfortable talking to the media," Davidson said. "Paradise Cove is absolutely beautiful."Steve & Barry's generated the visual displays in house, with a look similar to store merchandising and the collection's look book. Davidson dressed Paradise Cove's existing cabanas in striped decor and brightly colored signage. The structures contained a plasma TV and product displays.
Servers from the Paradise Cove Beach Café passed casual hors d'oeuvres like crab cakes and quesadillas, and guests could pluck their own bottled beers out of plastic tubs, like you might find at a backyard barbecue. "It was very laid back," Davidson said.
Wonderwall's beachfront cabanas
Photo: BizBash
Journalists interviewed Laird Hamilton in front of one of the Paradise Cove cabanas.
Photo: BizBash
A cabana displayed Wonderwall products.
Photo: BizBash
Servers from the Paradise Cove Beach Café passed casual snacks like crab cakes.
Photo: BizBash
A Wonderwall-logoed surfboard stood sentry.
Photo: BizBash
Guests could pluck their own beers from plastic tubs.
Photo: BizBash
A white picket fence on the beach contained the intimate event.
Photo: BizBash
