IBM Goes to Spa

September 4, 2000, 12:00 AM EDT

IBM PC Expo party Spa Wednesday, 06.28.00, 6 PM to 9 PM
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An evening at the hot club Spa proved an enticement PC Expo attendees couldn't resist. They lined up early and patiently awaited amenities provided by IBM as the security staff slowly admitted guests.

More than 300 people eventually flowed through the space in hourly slots scheduled by the invitations, which came in the form of a white terrycloth towel with a clear bar of soap inside teasing the pleasures that awaited at Spa, which IBM turned into an actual spa of sorts for the event.

The worldwide marketing team of IBM was offering a new brand of relaxed hospitality in an event orchestrated by the Renegade Marketing Group. IBM filled the club with high tech displays and an array of virtual toys to entertain the guests. Overhead plasma monitors lining the entrance impressed even the most jaded attendees.

Upon entering the club's main space, guests registered for gifts and watched ongoing product demos around the space. IBM also decorated the space with illuminated lucite cube cocktail tables showing advertising images.

Food from Dean & DeLuca, including sushi, was served swiftly by a friendly catering staff in white T-shirts. The Spa bars were active as guests downed exotic energy drinks and a full array of martinis bathed in blue lighting. provided fun tech toys, including a virtual sofa by Digital Tech Frontier with scented stimulation to match the visual journey attendees experienced in headsets. Added to the mix were dozens of Sega game players lined up around the room. For us, the highlight was the many back massage chairs, which offered a welcome relief from waiting in the long lines outside.

--Richard Aaron

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