Looking to distinguish itself from other publications, Afar—a magazine dedicated to experiential travel—hosted its launch party last night amid an eclectic array of unusual sights, sounds, and food. Held at 632 on Hudson, the event incorporated components and sponsors specifically selected to match the new magazine's message and highlight globe-trotting as a means to learn about individual cultures.
"It's really about authenticity and connection. And it's also about experiencing the world," said Afar's founder and C.E.O., Greg Sullivan, who worked with the Rosen Group to produce the evening. "So we wanted to do something that said, 'Here we are and this is how we're different.' We were determined not just to follow the launch formula, but to say who we are as a brand."
To that end, everything from the venue and the guests to the sponsors of the entertainment and food had elements that came from a different corner of the world. The organizers also spent time researching companies that had personal stories and roots overseas. For instance, chef Michael Huynh of Baoguette/Pho Sure, who served food and beer from his native Laos, escaped as a refugee from Vietnam, where his mother once owned a restaurant. Grupo Ginga Capoeira performed the traditional Brazilian dance and martial arts practice that dates back to the 19th century, while Indian musician Naren Budhkar drummed out rhythms on a tabla. Within 632 on Hudson, a heavily furnished town house in the West VIllage, the owner's personal collection of antiques, furniture, and curios supplied an appropriate setting to showcase these exotic elements.
"Karen [Lashinsky, the owner of 632 on Hudson] had traveled the world and accumulated art and artifacts for over 40 years. She had a story behind each piece—where she got it, how she got it, who she got it from," said Sullivan. "It just really seemed to fit since [the event] wasn't going to be in a big ballroom or about bringing in a bunch of things from a warehouse. We really wanted to do a smaller event where there's opportunity for one-on-one interaction."
More than 125 guests turned out for the two-hour event. Next week, in time for the August 18 launch date, the magazine plans to host a friends and family event in San Francisco, where the magazine is headquartered.
