'Sharp' Men's Launch Party Gives Sponsors Face Time With Guests

By Carla Warrilow October 3, 2011, 8:54 AM EDT

Photo: Jason Jajalla

'Sharp: The Book for Men' Launch Party
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At the launch party for Sharp magazine’s biannual publication for men on Tuesday, sponsor activations were an important part of the evening and offered 350 guests memorable experiences from premium, luxury, and man-centric brands at Aria Ristorante. “The primary purpose of the event is to bring The Book For Men to life,” said Michael La Fave, editorial and creative director of Contempo Media, the publisher of Sharp magazine and Sharp: The Book for Men.
To bring the book to life, Candice Chan and Alison Slight of Candice&Alison Luxury Event Management added high-end brand activations, encouraging sponsors to get creative. “There are more activations this year,” Chan said, who also produced the launch party last year. “[The sponsors] were more involved with the planning.”

Inside the restaurant, guests lined up to enter Glenlivet Editor’s Lounge, a roped-off area where they could experience luxury brands. Guests learned about and sampled 12-, 15-, and 18-year-old Glenlivet Scotch Whisky, tried on Chanel and Bulgari watches, and listened to a Peachtree Audio stereo system. Only a certain number of guests were allowed in the Editor’s Lounge at a time “to really ensure that people get some time with the sponsors,” Chan said. Sponsor activations continued outside, where guests smoked Mombacho cigars and perused the new BMW M1 coupe and 6 Series Cabriolet.

Incorporating the book into the decor, Chan and Slight decked Aria in a black and red colour scheme to echo the book's cover. Television screens behind the bar and above sponsor areas displayed pages from the book and copies were dispersed throughout the restaurant.

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