Concrete Playground and American Honey unveil pop-up venue The Slow Lounge
Concrete Playground via Mindshare has partnered with spirits brand American Honey on The Slow Lounge, an immersive pop-up venue curated to give guests a chance to disconnect from the outside world and slow down with friends.
The announcement:
The two-day event will take place on Saturday 27 August and Sunday 28 August in a secret Sydney location that will only be revealed to the guests who won the chance to attend (with their +3 best mates) through an online ballot run through Concrete Playground.
Inspired by American Honey’s brand promise of highlighting the magic that comes from true friendship, the event concept and fit-out of The Slow Lounge is the perfect space to lounge back with your favourite people and the brand’s signature serve the American Honey Soda & Fresh Lime cocktail, in the comfiest lounge environment where every seat is the best seat in the house.
A series of American Honey cocktails, custom honey-scented candles and intimate live performances from indie pop darling Essie Holt and acclaimed singer-songwriter Carla Wehbe at golden hour are all on the bill.
Melbourne and Brisbane readers will also be able to create their own golden moments thanks to socially-led competitions that will bring elements of the event to living rooms in the major metropolises.
Campari Group’s marketing director Paolo Marinoni says: “American Honey is all about celebrating the magic that comes from true friendship. American Honey Soda & Fresh Lime is the perfect drink to enjoy when reconnecting with your friends over those golden moments.”
Concrete Playground’s editorial director Suz Tucker says: “From ideation to execution, developing this concept with American Honey and the Campari Group has been really refreshing. Hosting an intimate gathering for friends to enjoy together is such a nice change of pace for a Dark Spirit brand and it’s an idea that has really resonated with our readers. Our team and production partners have loved pulling this whole campaign together and can’t wait to reveal it to our guests.”
Credits:
CLIENT – Natalie Wagenheim – Senior Brand Manager Campari Group
EDITORIAL – Concrete Playground
AGENCY PARTNER – Mindshare
PRODUCTION PARTNER – Jordana Johnson
Source: Concrete Playground
