For those of you who have been longtime SHARP Magazine readers, then you know we throw a good party — our Book For Men launch parties to be exact. After a brief hiatus due to the pandemic, our infamous Book For Men party made a grand return this year — feeling like a true SHARP family reunion filled with friends old and new, incredible sponsors and partners, innovative and interactive activations, esteemed guests, and more.
It was a return to a new normal — to commemorate our 15th anniversary, the release of our latest SHARP: The Book For Men issue (the Spring/Summer 2022 edition), and a celebration of the sustainable future of luxury. SHARP Elite VIP guests were invited based on their interested in the brands, products, and services being showcased and sampled at this year’s event held at Evergreen Brickworks.
The event space was large, and open, filled with booths and activations, indoor/outdoor accessibility, as well as a step and repeat at the entrance with “SHARP: The Book For Men” logos, and a SHARP photo corner. SHARP‘s activation also included a special retrospective of 15 years’ worth of outstanding celebrity shots inside a dedicated gallery — filled with the finest portraits and quotes — including wisdom from the likes of Don Cheadle, Pierce Brosnan, and Steven Yeun — from over one hundred issues of SHARP and SHARP: The Book For Men. The icing on the cake? Two very special birthday wishes from our latest cover stars, Jeff Goldblum and Simu Liu.
When it came to sponsor activations, there was no shortage of creativity or opulence, either. Two cars (the BMW iX xDrive50 and the BMW i4 M50) from BMW’s range of highly-anticipated new electric vehicles were set inside an impressive structure, while a third (the BMW ALPINA B8) was in the middle of the venue for guests to admire. In the structure there was also a lounge immersing guests in the world of the German automaker — not unlike what you’d find at an international auto show.
Grand Seiko’s pop-up boutique was imported all the way from Japan — it felt like a real store, with opportunities to look at, learn about, and try on watches. The boutique was every bit as polished and refined as their timepieces, and several of the brand’s latest novelties were on display for guests to admire.
Better yet, the iconic watchmaker partnered with The Dalmore to offer single malts to guests wanting to sit down, relax, and sip some of Scotland’s finest scotches within their Grand Seiko VIP lounge, while continuing to take a closer look at, or even try on, their favourite watches.
Jura kept guests smiling with a selection of distinguished and delicious offerings and thirst quenchers at their bar activation — made with their impressive single malt scotch whisky. The Jura Collins — their take on a Tom Collins — was a massive hit.
Belvedere made sure everyone was well taken care of as well, with a selection of summery cocktails made with either orange or grapefruit, and their Polish rye vodka of course, perfect for sipping on while admiring other activations, mingling, or while taking it easy at the brand’s patio-themed lounge.
For those preferring beer, Steam Whistle pulled up in its recently restored green vintage milk truck, serving up plenty of Canada’s Premium Beer.
Paco Rabanne, the legendary French fragrance brand, got in on the fun too — showing off their Invictus Platinum Eau de Parfum — and rolling out an exciting and interactive branded photobooth for the evening.
The fashion and footwear experts at Timberland made some lucky guests’ evenings, giving away 400 pieces of apparel from its latest collab through an on-site pop-up shop which was decked out with the brand’s merch as well as a cozy seating area.
Waiters were passing around bite-sized fare throughout the night as well as a non-alcoholic cocktail option from Lyre’s — the Lyre’s Manhattan — made from their American Malt, Apéritif Rosso, and a couple dashes of aromatic bitters, topped with a maraschino cherry.
All to say it was yet another excellent celebration! To learn more about SHARP’s invitation-only events, brand-experience opportunities, and special offers, please visit SharpElite.com.
Photos and video courtesy of Josh Fee.