Stoli Activates a Hip Hotel Sampling Experience
Stoli likes the nightlife, baby. And where could be better to feel the vibe than in a hip hotel tricked out with Russian opulence and homage to the motherland inspired by the brand’s heritage but cool enough to appeal to today’s trendy 21- to-35-year-olds. Want to sample the smooth, soft ultra-premium Stoli Elit? It’s here. How about a Stoli Bluberi Lemonade? It’s on the house, along with a menu of custom drink choices all made with Stoli.
But that’s not all. Stoli Hotel, a 20,000-square-foot branded experience that spent two to three weeks in Chicago, Hollywood, CA, Miami and New York City, and will travel in July to San Francisco, filled 12 nights in each market with music, film, fashion, culture and special events that encouraged guests to connect with the brand for many hours and on many levels while well-known djs generated energy on the dance floor.
There were special events for the gay and lesbian community as well as the spirits trade industry. Los Angeles in May featured an L.A. Confidential Night hosted by hip-hop artist Fonzworth Bentley and a filming of an episode of A&E’s “Sons of Hollywood.” A Chicago Halloween party headlined Perez Hilton and vj Jordan Lewis. Miami in January saw basketballer Dywane Wade’s birthday bash and New Yorkers got to hear actor and dj Nick Cannon spin tunes. Rumor had it his new wife Mariah Carey would show up as well. And that’s just a sampling of the event calendar in each market.
“We worked with great partners to create buzz around the event and the individual evenings,” says Craig Johnson, brand director at Stolichnaya. “We’ve done multiple events with some of the best magazines in the country, GQ, Wired, Sports Illustrated. In New York we had 10 nights of partner events that helped create the buzz.”
All this fun took place in an amazing event space that featured the luxuries and comfort that VIPs have come to expect and demand from today’s most popular boutique hotels—an enormous lobby space, first-class private flavor rooms and amenities, spa services and a spectacular bar environment inspired by the Hotel Moskva that appears on the Stolichnaya bottle label.
“The design is one thing that really stood out,” Johnson says. “It’s a very of-the-moment design, very cool. And having a spa in basically a party-event nightclub space is very unique. Even if you didn’t get a chance to get in and get a treatment just seeing that Stoli would have the guts to put a spa into an event space is really amazing. The whole set with all the suites was impressive to people. The set was so dramatic. It allowed us to generate awareness and preference and positioned Stoli as a brand of today.”