Salon Allure Trade Show to Expand and Rename Itself Hammock

After five years producing the boutique swim trade event Salon Allure, Rick Fatzinger, the event’s managing partner, announced that his team will double the size of the event and rename it Hammock.

“It is Salon Allure version two,” Fatzinger said of the show which takes place at the W South Beach hotel in Miami Beach. “With events, we always like to keep them fresh. He noted that the event’s parent company will continue to be called Salon Allure Events.

Babalú, a Miami boutique chain, joined Salon Allure Events as a creative partner to shape the new look and feel of Hammock, Fatzinger said.

The brands exhibiting at Hammock will grow from 40 to more than 80, Fatzinger said. Brands will continue to exhibit in private hotel suites with views of the ocean, Fatzinger said. The show also will introduce an open-forum space, which will be housed in the W’s 4,400-square-foot Great Room space on the hotel’s lobby floor.

“The suites are geared toward pre-arranged appointments,” Fatzinger said. “For brands looking for more walk-around traffic, we wanted to offer an open forum space.” The Salon Allure Events company would offer showroom signage, lighting, fixtures and divider walls for those brands exhibiting in the Great Room.

Buyers will also be able to take the opportunity of viewing brands in a private suite and checking out brands in a conventional trade show experience in the Great Room.

During Hammock’s first season, it will feature 20 non-apparel brands, such as beauty products and accessories such as eyewear. Swimwear brands exhibiting at Hammock will include Mikoh, Luxe by Lisa Vogel, Blue Life, Beach Bunny, Honey Bee Swim and Frankie’s Bikinis.

Salon Allure gained note as one of the swim-centric shows surrounding Mercedes-Benz Fashion Week Swim. However, the event’s producer, IMG, put its glamorous week of runway shows on hiatus in 2015. Fatzinger declined to comment on whether IMG’s news will affect Hammock. However, his events production company, called SBI has been working with another events company, LDJ Productions, to organize runway events at the W’s Wet Lounge and the ballroom at the 1 Hotel South Beach in Miami Beach.