To build buzz around its summer tour series, Sunglass Hut hosted a block party on Thursday, June 21. Produced by Relevent's Tony Berger, the early-evening shindig, held inside and around the Cooper Classic Collection gallery, spanned an entire West Village block and included a pool built on the sidewalk, games, and traditional barbecue fare.
A week prior to the event, a branded mobile truck and pop-up shop cruised around New York giving consumers a chance to try on and purchase eyewear. The tour's first stop was in Miami last month, to celebrate the opening of the largest outpost in the country, and on Saturday, the promotion will make its third stop, in California at Santa Monica's Third Street Promenade.
Perhaps the most raved-about component of the block party was a pool that producers built on the sidewalk. Model and brand ambassador Chanel Iman was on hand to interact with guests.
Photo: Sara Jaye Weiss
The block party took place inside and around the Cooper Classic Cars gallery, with food carts, two bars, and picnic tables for guest seating. For a refreshing treat, guests sipped on "adult icies," or shaved ice spiked with vodka, by People's Pops.
Photo: Sara Jaye Weiss
The venue was outfitted in the brand's signature colors of black, white, and orange, with silver accents. Several promotional posters decorated the walls, and abstract, chandelier-like fixtures in bright colors hung from the ceiling.
Photo: Sara Jaye Weiss
As a way to spark interaction, guests received permanent markers to sign the wooden deck surrounding the pool.
Photo: Sara Jaye Weiss
Guests could participate in several games, including bean-bag toss, ping-pong, and chess.
Photo: Sara Jaye Weiss
Attendees sipped on refreshing cocktails, including spiked lemonade and a drink made with watermelon and vodka.
Photo: Sara Jaye Weiss
The barbecue station offered grilled corn, mini beef or mushroom burgers, and hot dogs.
Photo: Rose Chevalier/BizBash
Several food carts were spread out throughout the event's footprint, offering small baskets of French fries and several taco options, including steak and fish.
Photo: Rose Chevalier/BizBash
A baked-goods station had sweet bites, including mini brownie squares, sugary doughnut holes, and bite-size chocolate chip cookies.
Photo: Sara Jaye Weiss
For entertainment, producers brought in a hula-hoop-dancing duo from Groovehoops. The pair took turns dancing to tunes on a platform with LED hoops.
Photo: Courtesy of Sunglass Hut
As a fun way to promote sunglasses, Relevent brought out performance artist Joey Arias who sported a skirt-like shelving structure to display the products.
Photo: Sara Jaye Weiss
The Style Tour truck and pop-up shop was on-site to give attendees a chance to try on and purchase their favorite styles. A large prize wheel allowed consumers to spin and win percentages off their next purchases.
Photo: Sara Jaye Weiss
