Love On The Line by Resy was a 360-degree brand campaign that blurred the line between front and back of house, and came to life through personalized storytelling of 14 unique Resy restaurant, bar and wine partners from across the country. The campaign came to life through two pop-ups in NYC and CHI, inclusive of an intimate 25-seat dining experience (built entirely from the ground up, featuring rotating menus from various restaurants in each seating), which allowed diners to witness the magic behind the line, firsthand. To extend the campaign’s beyond experiential, Resy also launched a new social video content series, an out-of-home wheat-pasting takeover in NYC, LA and Miami, strategic influencer content partnerships, and extensive O&O marketing across editorial, email, in-app and on-site integrations, to maximize reach, engagement and impact.
To celebrate its 25th anniversary, Surface teamed up with architect David Rockwell and renowned design firm 2x4 to create The Diner, an award-winning installation that took place during the 2018 Salone del Mobile design and furniture fair in Milan. The fully operational pop-up restaurant immersed visitors in a coast-to-coast journey through the United States, riffing on aesthetic ideas from around the country, with a modern twist. A celebration of contemporary American design, The Diner was a democratic space where strangers became a community.
Over the course of seven days, The Diner welcomed guests from the international art & design community and locals alike, for breakfast, lunch, dinner, and late-night drinks and bites. Nightly programming included music sets by DJ Peter Adjaye (Music for Architecture), DJ Zen Freeman, and local Italian DJ Sol Begino.
The one week pop-up drew 25,000+ guests, garnered over 3 million media impressions, and won the prestigious Milan Design Award for Best Engagement. Later that year, The Diner also won the Frame Award for Best Trade-Fair Stand of the Year.
Read more about The Diner here.
Select Press: Dezeen, Elle Decor, The PR Net
Photos: Michele de Candia for Surface Media
To kick off the 2020 awards season, W editor in chief Sara Moonves, along with W editor at large Lynn Hirshberg, and Youtube’s Derek Blasberg, hosted W’s annual Best Performances Party – a toast to the year’s biggest stars in Hollywood – on the penthouse terrace of the iconic Chateau Marmont hotel in Los Angeles. The A-list event drew the likes of Adam Driver, Leonardo DiCaprio, Laura Dern, Chris Evans, Quentin Tarantino, Joaquin Phoenix, Cynthia Erivo, Awkwafina, Natasha Lyonne, LaKeith Stanfield, and more.
Read more about the event here, and see the full Best Performances portfolio in W, here.
Press: Hollywood Reporter, People, JustJared.
Photos courtesy: BFA Images
For Art Basel Miami Beach 2018, Surface hosted the Surface x EMP Experience alongside renowned chef Daniel Humm and his team from Eleven Madison Park, at a private home on Indian Creek in Miami Beach. The two-day, invite-only activation served as a reimagination of the three Michelin-starred restaurant as an exclusive pop-up, and welcomed nearly 400 guests, who gathered in celebration of Humm’s cover feature in Surface’s 2018 Art Issue.
The experience consisted of leisurely afternoons in the waterfront backyard and sunken living room, with lively music, specialty cocktails and a “summertime-inspired” menu created by Humm and his team specifically for the event. In the evenings, select VIPs were invited to the second-floor terrace for a private, seated dinner featuring a four-course tasting menu of EMP’s signature dishes.
Read more & see images from the pop-up experience here.
Photos courtesy: Getty Images
In October 2016, Surface celebrated its Fall Travel Issue with famed chef and restauranteur Nobu Matsuhisa, in partnership with luxury Japanese timepiece brand Grand Seiko. The exclusive dinner party was hosted at Nobu Malibu in the exterior lounge overlooking the ocean, where guests enjoyed a sunset cocktail hour, followed by a nine-course tasting menu of Nobu specialities. Guests included artist Alex Israel, arts advocate Bettina Korek, socialite Brandi Garnett, and actress AnnaLynne McCord.
Read more about the event here, and get to know Nobu a little better here.
Photos courtesy: Getty Images // Video courtesy: Diego Aldabaldetrecu
Co-branded custom content created by Coveteur exclusively for Loewe.
Partnership Objective: Generate awareness, desirability and consideration for Loewe’s iconic Amazona bag among Gen Z and Millennial audiences through talent-led storytelling.
Partnership At A Glance:
Creative Ideation, Strategy & Production
Talent Sourcing, Contracting, Management & Amplification
Custom Photography & Videography with O&O Usage Rights for Loewe
Cross-Channel Promotion via Coveteur’s Site, Social & Newsletter
Paid Social Distribution with Custom Targeting Tactics
Partnership Highlights:
Overdelivery in total campaign impressions by +300%
Above-benchmark CTR, driving direct traffic to shop on loewe.com
1.5MM+ added value earned media impressions
Discover the collaboration here.
Photo credit: Cristine Jane for Coveteur.
Limited edition product collection created by Coveteur for Amazon’s The Drop. Coveteur was first ever collaboration that The Drop launched with a digital media brand.
Partnership Objective: Drive awareness and sales for the Coveteur x The Drop limited edition collection of nine trend-forward wardrobe staples. While Amazon led all production, Coveteur was responsible for all creative inspiration, product design and styling, custom-shot photography, influencer amplification, and cross-channel promotion.
Partnership At A Glance:
Creative Ideation & Strategy
Product Design & Styling
Go-to-Market Promotion & Launch Planning
Influencer Sourcing, Contracting, Management & Amplification
Custom Photography with O&O Usage Rights for Amazon
Extensive Cross-Channel Amplification via Coveteur’s Site, Social & Newsletter
Partnership Highlights:
First ever collaboration between The Drop & a digital media brand
Generated over $500K+ in sales within 36 hours
Highest performing Amazon Live video to promote collection on day of launch (over 10K viewers)
Discover the collaboration on Amazon here and on Coveteur here.
Photo credit: Andy Jackson for Coveteur.
During Art Basel Miami Beach 2019, W and Surface partnered with the ICA Miami on its Annual Artist’s Dinner. The intimate event took place at Kris & Maky Hinson’s private waterfront home in North Miami Beach, and was co-hosted by W’s Sara Moonves, Surface’s Diane Solway, the ICA’s Alex Gartenfeld, and Chrome Hearts’ Laurie Lynn Stark. Guests included Bottega Veneta’s Daniel Lee, artist Sterling Ruby, Lenny Kravitz, Michèle Lamy, Luka Sabbat, Derek Blasberg, Craig Robins of the Miami Design District, and more.
Read more about the star-studded dinner here.
Photos courtesy: BFA Images
Sara Moonves, editor in chief of W Magazine, hosted a dinner to celebrate the magazine’s inaugural New Originals Issue. As the first female editor in chief in W’s 47 year history, Moonves’s first issue in October 2019 was a celebration of unparalleled originality and boasts two covers, featuring Frank Ocean and Rosalía. The private dinner took place at Shun Lee West Café in New York City, and was attended by guests including: Ashley Olsen, Anna Wintour, Mark Ronson, Karen Elson, Noah Baumbach, Margaret Qualley, Grace Coddington, Bee Carrozzini, Tory Burch, and Derek Blasberg.
Read the full recap & see images here.
Photos courtesy: BFA Images
The Surface Travel Awards was a three-time annual program that ran consecutively from 2017 to 2019. The awards program served as a tribute to the best paces, places, and faces in travel and design – showcasing those who are shaping the world around us: environmentally, aesthetically, and technologically.
Working closely with Surface’s travel editor Nate Storey and the Surface in-house design team, Emily helped launch the program from its inception. Serving as the program’s project manager, Emily owned the development of all marketing materials (inclusive of the program’s microsite, sales deck, digital & print advertising, and social assets), the program’s promotional strategy, and execution of its corresponding events (juror deliberations and awards party).
Surface celebrated the winners of the 2017 awards with an intimate cocktail party hosted by Solange Knowles, at Hotel Americano’s ‘La Piscine’ rooftop space.
Highlights of the program, and the 2019 winners can be viewed here.
Photos courtesy: Getty Images // Video courtesy: Jasdeep Kang
‘Design Dialogues’ is a signature talk series by Surface Magazine. First launched in 2013, the program boasts a roster of international designers, artists, executives, critics, and thinkers. Moderated by a Surface editor or a special guest, each discussion features two or more leading creatives in a thought-provoking conversation about topics across the worlds of art, architecture, design, and travel.
During her time at Surface, Emily managed and produced the 15 most recent iterations of the program, including:
Cynthia Rowley x Shaun Osher at 42 Crosby, in partnership with CORE
Thom Browne x Alina Cho at Dover Street Market
Danny Meyer x Paula Scher at MoMA Design Store
Bob Greenberg x Kinjil Mathur x Vimla Black Gupta at R/GA
Todd Bracher x Doug Menuez at Neuehouse, in partnership with Leica Camera
And more, here.
Photos courtesy: Getty Images
