Many electronic music fans flock to Miami’s annual Winter Music Conference solely for the hotel takeovers and poolside bashes, of which there are dozens. This year, WMC’s 29th installment, hotels—through official and unofficial events—welcomed thousands of revelers with smart design and curated activities.
The Avicii Hotel concept returned for a second year, this time taking over SBE’s SLS South Beach. The partnership with the Swedish house DJ superstar involved outdoor signage and nighttime 3-D building projections, logo-clad carpets, Avicii silhouettes in the lobby and elevators, and guests rooms stocked with amenities and music-theme swag decorated with the DJ's logo.
“The SLS brand is rooted in a commitment to culture, style, and innovation, and partnering with Avicii is a powerful representation of that dedication,” said Costas Charalambous, senior vice president of SBE Nightlife Group.
Another component to the takeover involved nightlife brand Ushuaia setting up an outdoor pop-up concept made to replicate the company’s Ibiza outpost, catering to 1,500 guests each day. It hosted concerts from top DJs. But even the best-planned events can confront an unexpected issues: Avicii had to cancel his performances at the hotel as well as his headlining spot at the Ultra Music Festival because of a gallbladder issue.
“While he was missed, we still had an incredible show, thanks to [the DJ] Alesso and all the great artists that participated in the Avicii Hotel,” said Robbie McKay, vice president of communications at SBE.
In other hotel takeover, the Red Bull Guest House occupied the Gale South Beach, catering to the EDM industry insiders and artists. The concept took over the rooftop pool deck and Rec Room nightclub. Record labels like Owsla and Mad Decent controlled the daylight decks, while nighttime featured DJs such as Richie Hawtin, Guy Gerber, Solomun, and Giorgio Moroder.
“We wanted to make sure the environment maintained the premium, visually rich experience we had worked to build with Red Bull over the last couple of years, while still being able to keep the Guest House story progressive,” said Matthew Moss, director of event marketing at Roundhouse, which worked with Red Bull on the takeover.
“With any location, you will always run into challenges on how to make a property your own," Moss said. "There is a fine line between just getting creative enough in a space to make it a worthwhile investment, and completely over-branding to the point of cheesy overload."
Roundhouse’s strategy was to take what was a “cluttered but classy” space and simplify it by creating clean elements through color blocking, elegant typeface, and working with the building's architecture to integrate new elements like a pop-up radio station.
“Another factor to consider was the level of scrutiny we anticipated from the guests staying at the Guest House or attending the events," Moss said. "Most of these people come from an industry that is highly artistic within music and culture, coupled with Red Bull’s very high expectations on quality, we had to make sure every fine detail and touch point was right for both the industry and brand.”
The Surfcomber brought back its high-energy pool party lineup, hosting 1,300 guests each day. Custom balcony wraps, step-and-repeats, branded bars with signature cocktails, private cabanas, and signage all contributed to the event, which was produced with H Squared Concepts.
“Over the years, we have continually made minor adjustments to all aspects of the event to elevate the overall guest experience,” said Kaye Nagle-Wood, a partner at H Squared Concepts, which brought in staging, tenting, and audiovisual equipment.

The event's logo was splashed on several elements at the hotel, including a bright red pool raft.

Event producers relied on a clean, black-and-white look to the signage, which included the event logo, a hashtag over the DJ booth, and a fun quote above the entrance.

Guests played on branded foosball and ping-pong tables on the Gale South Beach rooftop at Red Bull Guest House.

Red Bull Music Academy broadcast its live radio station from the Red Bull Guest House.

Guests posed in the Red Bull Guest House photo booth, and the interactive photo opp from Phhhoto sent images via text message.

The Traktor Cookery catered the Red Bull Guest House pool parties, serving up complimentary plates of seared wild arctic char.

Male guests received complimentary haircuts at the Red Bull Guest House barber shop, while ladies were treated to free manicures at the nail bar.


Special signage for the Avicii Hotel was designed to blend in with SLS South Beach's existing aesthetic.

The Avicii Hotel added the host DJ's persona into the main elevator at SLS South Beach, which always contains images of people in keeping with hotel designer Philippe Starck's belief that no one should ride an elevator alone.

Even the guest room bath amenities were repackaged along the Avicii Hotel theme.

An ice cream truck posted outside the SLS South Beach served samples in cups with the DJ's logo on them.

Avicii's presence was incorporated throughout the exterior and interior of the SLS South Beach in both subtle and standout ways such as this black and white graphic.

The Surfcomber's pool party series drew some 1,300 guests a day.