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  1. Production & Strategy
  2. Programming & Entertainment

'Travel & Leisure' Looks to Create Signature Event With First Global Bazaar

Anna Sekula
September 22, 2011

Inspired by a visit to Thailand three years ago, Jean-Paul Kyrillos, vice president and publisher of Travel & Leisure, decided a multicultural fair would be the ideal way to engage readers and advertising partners, while building a signature event platform for the magazine to host on an annual basis. And this past weekend saw the first iteration of Travel & Leisure's Global Bazaar, bringing some 5,000 consumers to the Park Avenue Armory for an interactive show that included arts, crafts, food, and entertainment from more than 30 travel-related organizations and brands. The three-day affair also doubled as the magazine's 40th anniversary celebration.

"My wife and a colleague of mine were in Bangkok, the night market, three years ago, and we were just taken. It was magical—we wanted to buy everything, we wanted to eat everything. We wanted to bring this back to New York because this is the type of thing that would make people want to go to Thailand," said Kyrillos. "This is the kickoff to what we hope to be a yearly fixture."

To recreate the energy, lively visuals, and authentic tastes of a market, the American Express title enlisted the help of Mary Giuliani Catering & Events to coordinate logistics, design, and production. This involved building displays unique to each individual vendor, bringing in culturally appropriate entertainment, and working to execute interactive food activations from chefs like Marc Forgione, Marcus Samuelsson, José Andrés, Masaharu Morimoto, Scott Conant, and Daniel Boulud.

What transpired was a layout that wasn't defined by a grid pattern and booths of equal shape and size, but rather a bazaar-style configuration and mix of visuals interspersed by roving and stationary musicians and dancers, as well as interactive elements. For instance, the setup for the Barbados Tourism Authority recalled an island fish shack, while Incredible India's section was brightly colored fabrics draped over simple wooden columns. For Turismo Chile, the centerpiece was the same type of pod used to rescue the trapped miners last year, which, for a small donation, visitors could step into to pose for photos. Technology also had a place at the show—South African Tourism's map held QR codes, while InterContinental Hotels & Resorts invited attendees to chat with representatives in Tel Aviv, Frankfurt, and other destinations via Skype.

As an added element, at the Saturday night run of the Global Bazaar, Travel & Leisure hosted a live and silent auction to benefit the Happy Hearts Fund, model Petra Nemcova's charity organization that supports children in countries affected by natural disasters. More than $15,000 has been raised; bidding for the online auction at charitybuzz.com continues through September 27.

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Photo: Jika González for BizBash
Following a private preview party on Friday night, Travel & Leisure's Global Bazaar opened to the public on Saturday, bringing about 5,000 consumers to the Park Avenue Armory for an art, crafts, food, and entertainment fair.
Following a private preview party on Friday night, Travel & Leisure's Global Bazaar opened to the public on Saturday, bringing about 5,000 consumers to the Park Avenue Armory for an art, crafts, food, and entertainment fair.
Photo: Jika González for BizBash
In keeping with the spirit of a market, visitors to the bazaar were given traditional Brazilian wish bracelets, colorful ribbons tied around the wrist and emblazoned with the phrase 'Lembrança do Senhor do Bonfim da Bahia.'
In keeping with the spirit of a market, visitors to the bazaar were given traditional Brazilian wish bracelets, colorful ribbons tied around the wrist and emblazoned with the phrase "Lembrança do Senhor do Bonfim da Bahia."
Photo: Jika González for BizBash
Many of the displays for the exhibitors at the show were created by the production team, including the fish-shack-style booth from the Barbados Tourism Authority.
Many of the displays for the exhibitors at the show were created by the production team, including the fish-shack-style booth from the Barbados Tourism Authority.
Photo: Jika González for BizBash
The virtual safari for South African Tourism was another area built by the event's production team. Attendees could hop in a Jeep and watch videos on a screen.
The virtual safari for South African Tourism was another area built by the event's production team. Attendees could hop in a Jeep and watch videos on a screen.
Photo: Jika González for BizBash
As a smart way to provide information, South African Tourism's area included a map where major destinations were marked with QR codes.
As a smart way to provide information, South African Tourism's area included a map where major destinations were marked with QR codes.
Photo: Jika González for BizBash
Turismo Chile's attraction had multiple components. Not only did the Chilean tourism organization bring in the same type of pod that was used to rescue the trapped miners last year, but it also allowed anyone who made a donation to the Happy Hearts Fund to step into the contraption and have their photo taken.
Turismo Chile's attraction had multiple components. Not only did the Chilean tourism organization bring in the same type of pod that was used to rescue the trapped miners last year, but it also allowed anyone who made a donation to the Happy Hearts Fund to step into the contraption and have their photo taken.
Photo: Jika González for BizBash
Global Bazaar attendees could also get snapshots taken at the Singapore Tourism Board's section.
Global Bazaar attendees could also get snapshots taken at the Singapore Tourism Board's section.
Photo: Jika González for BizBash
Singapore also provided free food at its booth, an offering that drew a crowd throughout the weekend.
Singapore also provided free food at its booth, an offering that drew a crowd throughout the weekend.
Photo: Jika González for BizBash
There were also dance lessons from Singaporean dancers.
There were also dance lessons from Singaporean dancers.
Photo: Jika González for BizBash
Housed in a tentlike booth covered with brightly colored fabric, Incredible India's spot held jewelry, food, and even someone providing Hindu Vedic astrology readings.
Housed in a tentlike booth covered with brightly colored fabric, Incredible India's spot held jewelry, food, and even someone providing Hindu Vedic astrology readings.
Photo: Jika González for BizBash
Incredible India's offerings also included artists who decorated attendees' hands with henna patterns.
Incredible India's offerings also included artists who decorated attendees' hands with henna patterns.
Photo: Jika González for BizBash
In addition to displaying its watches, Swiss brand Baume & Mercier's area had sand sculptors who spent the entire weekend carving an elaborate piece in front of attendees.
In addition to displaying its watches, Swiss brand Baume & Mercier's area had sand sculptors who spent the entire weekend carving an elaborate piece in front of attendees.
Photo: Jika González for BizBash
Inside its café-style setup, Green & Black's hosted a tasting tour of its chocolate products.
Inside its café-style setup, Green & Black's hosted a tasting tour of its chocolate products.
Photo: Jika González for BizBash
Green & Black's also used iPads to engage visitors to its booth. The program on the touch-screen tablet was a personality quiz that, once completed, provided the user with a selection of chocolate products suited to their disposition and tastes.
Green & Black's also used iPads to engage visitors to its booth. The program on the touch-screen tablet was a personality quiz that, once completed, provided the user with a selection of chocolate products suited to their disposition and tastes.
Photo: Jika González for BizBash
Chefs were also a part of the attractions at the Global Bazaar. Friday night saw Marcus Samuelsson, José Andrés, Masaharu Morimoto, Scott Conant, and Daniel Boulud showcase their dishes at the private preview party, while other toques, including Marc Forgione, made appearances during the public event.
Chefs were also a part of the attractions at the Global Bazaar. Friday night saw Marcus Samuelsson, José Andrés, Masaharu Morimoto, Scott Conant, and Daniel Boulud showcase their dishes at the private preview party, while other toques, including Marc Forgione, made appearances during the public event.
Photo: Jika González for BizBash
Infiniti, which brought in Marc Forgione on Saturday afternoon, also drew attendees with a sweepstakes competition, winners of which will receive a two-night getaway to New York, San Francisco, or Miami.
Infiniti, which brought in Marc Forgione on Saturday afternoon, also drew attendees with a sweepstakes competition, winners of which will receive a two-night getaway to New York, San Francisco, or Miami.
Photo: Jika González for BizBash
Canada's showcase was largely about food, and many guests lined up to taste fresh oysters from Prince Edward Island.
Canada's showcase was largely about food, and many guests lined up to taste fresh oysters from Prince Edward Island.
Photo: Jika González for BizBash
Wooden crates, vintage globes, and weathered leather trunks set the scene for the Passport to Wines bars, which had an ample supply of varietals from Italy, Germany, New Zealand, Argentina, and Spain.
Wooden crates, vintage globes, and weathered leather trunks set the scene for the Passport to Wines bars, which had an ample supply of varietals from Italy, Germany, New Zealand, Argentina, and Spain.
Photo: Jika González for BizBash
At InterContinental Hotels & Resorts' lounge, concierges from the brand's properties around the world chatted with visitors via Skype.
At InterContinental Hotels & Resorts' lounge, concierges from the brand's properties around the world chatted with visitors via Skype.
Photo: Jika González for BizBash
Boeing's display to highlight its Dreamliner looked more like an art installation, showcasing a scaled-down version of the futuristic aircraft amid crates and a curving flight path. The area also had an interactive touch-screen display designed to give attendees a virtual experience.
Boeing's display to highlight its Dreamliner looked more like an art installation, showcasing a scaled-down version of the futuristic aircraft amid crates and a curving flight path. The area also had an interactive touch-screen display designed to give attendees a virtual experience.
Photo: Jika González for BizBash
Visitors to the station from the U.S. Department of State could get their makeup done before posing for passport photos shot by Travel & Leisure photographers.
Visitors to the station from the U.S. Department of State could get their makeup done before posing for passport photos shot by Travel & Leisure photographers.
Photo: Jika González for BizBash
In tune with the country's laid-back lifestyle, the folks at Tourism Fiji and Air Pacific's installation sat on the floor, playing local music and dancing for guests.
In tune with the country's laid-back lifestyle, the folks at Tourism Fiji and Air Pacific's installation sat on the floor, playing local music and dancing for guests.
Photo: Jika González for BizBash
Elaborately costumed dancers surrounded the display for St. Crois, U.S. Virgin Islands, creating a carnival-like atmosphere.
Elaborately costumed dancers surrounded the display for St. Crois, U.S. Virgin Islands, creating a carnival-like atmosphere.
Photo: Jika González for BizBash
As a smart and eye-catching way to integrate its brand into the overall decor, presenting sponsor Delta Air Lines had a departures-board-style display that hung from the ceiling and listed the day's activities.
As a smart and eye-catching way to integrate its brand into the overall decor, presenting sponsor Delta Air Lines had a departures-board-style display that hung from the ceiling and listed the day's activities.
Photo: Jika González for BizBash
The production crew even built attractive garbage units that matched the look and feel of the event.
The production crew even built attractive garbage units that matched the look and feel of the event.
Photo: Jika González for BizBash
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