At the end of Bustle's runway show at LG Fashion Week on Tuesday, three female models walked the catwalk carrying bottles of Belvedere's new 1X vodka and guests were told to look under their seats for an invitation to the after-party at Ultra, which doubled as a product launch. "The crowd attending Fashion Week, and particularly the Bustle show, overlaps with the 1X target audience," said Kelley Burns-Coady, marketing director for Moët Hennessy. "It was the perfect opportunity to invite everybody and the ideal opportunity to capture the media in one fell swoop."
Burns-Coady worked with Angie Camara, INK's director of marketing, to design the event—which included a performance by Fritz Helder on Ultra's new 25-foot communal table. Bryan Jackson, a freelance creative director hired by INK, handled the decor on site. "I've been working with Bustle for eight or nine years now and have been sponsoring their shows with various brands that I've managed," said Burns-Coady, who noted that the new 1X brand fit in well with the theme of Bustle's show, which was called Gallery and featured fashions from designers Shawn Hewson and Ruth Promislow. "We really were going for the mood and the spirit of 1X. It's a hipster, downtown, cool spirit."
A black and pink step-and-repeat sat outside the venue on Queen Street West; break dancers wearing 1X gear performed on the sidewalk; and the oversize mirrors that line the walkway to the front door were transformed into canvases with live graffiti loops and brand graphics. Inside, images of Mr. 1X—a design created by graffiti artist Andre Saraiva—filled the space. Hot pink lighting lit the room, and logos and decals of IX visuals were incorporated with paint splatters on the tables, mirrors, bars, and doors throughout the restaurant. Servers passed out 1X buttons and glow-in-the-dark pink bracelets to guests; 1X bottles lined the walls and display cases throughout the restaurant; and a selection of signature cocktails featured the brand.
Correction: The original version of this article has been updated to credit Angie Camara for her role in designing the event.
