The BeachBody house, hosted by the Silver Spoon.
Photo: Courtesy of Entertainment Fusion Group
Good ideas tend to proliferate. And taking over a house on a sweet piece of Malibu real estate for a summer of logo-heavy, press-magnet events appears to be an idea that works. In addition to Polaroid's beach house (which Fingerprint Communications oversees), BeachBody got on board this year with its own property. The fitness brand partnered with Silver Spoon (back for its second year on the scene) on the summer retreat, which is more freebie-focused than Polaroid's and is hosting more private—or, let's face it, faux-private—social events such as Lindsay Lohan's and Jessica Simpson's birthday parties. Entertainment Fusion Group is handling PR.
