After an unseasonably cool start to July, Angelenos seemed to welcome the first significant heat wave in town. And making use of that summer energy was Armani Exchange, which hosted its "Cool Down for a Cause" event on July 14, outfitting a retro ice cream truck to serve up fall 2010 denim looks. The "A|X Chill Truck" hawked sweet treats and denim deals outside the brand's Robertson Boulevard store, with proceeds from the day benefiting the Surfrider Foundation and its efforts to help with the Gulf oil spill relief.
Armani Exchange senior vice president and brand director Patrick Doddy oversaw the event, working with the retailer's agency of record, Shadow PR, to come up with the concept, and the Visionary Group, which executed it and handled the production. Coolhaus brought the truck and ice cream.
Later, the truck made stops at North La Brea Avenue and West Sunset Boulevard (Sunset Gower Studios), Hollywood Boulevard and Vine Street (CBS), West Sunset and Gordon Street (Alley Kat Studio), Hollywood and Highland (the Kodak Theatre), the Third Street Promenade in Santa Monica, West Third Street and North Harper (Toast), Victory Boulevard and Riverside Drive (Cavaleri & Associates), and Wilshire Boulevard and North Camden (United Talent Agency).
On July 15, the truck helped actress Annalynne McCord celebrate her 23rd birthday with some sweets, stopping by the 90210 set for the occasion, where a shirtless Armani Exhcange model presented her with a giant ice cream cake displaying a photo of herself along with the message, "Ice scream, you scream, we all scream for Annalynne's birthday." Fellow cast members scooped up denim looks. Also that day, Mario Lopez stopped by with his dog for a photo opportunity.
The KIIS FM Morning Show with Ryan Seacrest announced the truck locations and hyped denim giveaways throughout the day. The Armani Exchange Twitter page also alerted followers to the truck's whereabouts and giveaways.
