Take it from me, it’s hard to find an oasis in the middle of Collins Avenue on the busiest week of the year in Miami, that is, unless of course you were invited to the exclusive Belvedere Music Lounge at the W Hotel in South Beach.
Past the bevy of sunbathing 20-somethings at the guest pool and through a winding grove was a lush space filled with plush white lounge furniture, bars that served three different complimentary Belvedere drinks and a refreshingly attractive and sophisticated crowd. Oh, and not to mention some of the biggest names in dance music as well as fresh talent behind the decks.
Miami Music Week favorites Nicky Romero and Arty provided an afternoon soundtrack for guests as well as Tiesto, Nervo, Sander Van Doorn, Gabriel and Dresden and many more. David Guetta, Afrojack, Avicii, Above & Beyond, Diplo, Kaskade and Steve Aoki were just a few of the heavy hitters that stopped by to check out the lounge.
Known for exposing young blood, Belvedere also chose New York’s own David Berrie and John Hamilton among others to display their skills and favorite tracks.
Aside from the artists that attended and spun, the location itself aided in the personalized experience. The close quarters had bushes surrounding the property, closing in the event and sheltering those inside from the Miami Music Week madness; it felt like entering a rich friend’s backyard jungle where your favorite DJ just happened to be playing five feet in front of you, Andy Cohen dancing on your left and Timbaland blowing out his birthday candles on your right.
The luxurious event, which was also sponsored by Sirius XM Radio, Sol Republic, Vita Coco and Fiji Water, took place over the course of three days (March 22-March 24) and lasted each day until 7 PM just before the sun went down and people retreated to get ready for the night’s festivities.
Upon entry, guests were approached by strikingly stunning models in white bikinis carrying iPads that when shaken mixed a delicious drink via a slot-machine, drink-shaker app. This unique incorporation allowed consumers to engage with the brand on a playfully interactive level that was consistent with the brand’s forward thinking image. The most popular drink was then displayed on a large flat screen television behind the main bar. Guests were also encouraged to tweet their experience using the BELVEMUSIC hashtag, which was displayed on stickers that graced the model’s iPads and some guests t-shirts. The party extended into the W Hotel’s residents quarters, allowing Belve Music Lounge guests to take a quick dip in the private pool or (provided you had a VIP bracelet) retreat in a bungalow deeply situated which was filled with food and a private bar.
Contrary to the rest of Miami Music Week parties throughout the course of the week, most people did keep their shirts on and no one pushed their way to the front of the stage. It was relaxed and a time for industry folks to exchange a few non-business related words, have a refreshing cocktail, check out limited edition Belvedere bottles and enjoy some music.
There’s no doubt Miami Music Week in its entirety is a scene, but the Belvedere Music Lounge provided people with an opportunity to attend an “unscene” party. And in the middle of a week filled with watching people use sidewalks as bathrooms and cab windows for consumed liquor depositories, this was the ideal way to break up an otherwise seemingly debaucherous week.