As of Thursday, May 21, 2015
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 Volume 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 production company will continue to be called Salon Allure.
Babalú, a Miami boutique chain, joined Salon Allure as a creative partner to shape the new look and feel of Hammock, Fatzinger said.
The brands exhibiting at Salon Allure will grow from 40 to more than 80. Brands will continue to exhibit in private hotel suites with views of the ocean. 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 production company will offer showroom signs, lighting, fixtures and divider walls for those brands exhibiting in the Great Room.
Buyers will also be able to take the opportunity to view brands in a private suite and check out brands in a conventional trade-show experience in the Great Room.
During Hammock’s first season, it will feature 20 non-apparel brands, including 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.
Runway shows planned in Miami
Salon Allure gained note as one of the swim-centric shows surrounding Mercedes-Benz Fashion Week Swim. However, Fashion Week Swim’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.