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NICE DIGS: Speaking of Hearst, Esquire will unveil its seventh annual Signature Space experiential marketing platform on Sept. 21 at the new Soho Mews luxury residential development. The magazine has partnered with advertisers and other participating brands to create the “Ultimate Bachelor Pad” in a pair of penthouses, and will host a series of 12 events through Nov. 9 in the space. The kick-off gala will celebrate the Film Society of Lincoln Center’s premiere of Michael Moore’s new film, “Capitalism: A Love Story.”
The Signature Space program is Esquire’s largest annual marketing initiative in terms of revenue generated for the Hearst title. As in its previous incarnations in New York and Los Angeles, Esquire advertisers and partners brand each room in the 9,200-square-foot apartments and fill them with state-of-the-art technology and top-of-the-line furnishings. Participating brands include Hugo Boss, Diesel’s Only the Brave fragrance, Davidoff, Lufthansa, HP, Heineken, LG, Elit by Stolichnaya and Jose Cuervo Platino.
There are fewer fashion advertisers this year due to the economy, noted Kevin O’Malley, vice president and publisher of Esquire, with spirits and technology the largest categories represented in the program. Most of the events held in the Signature Space include a charity component, and the program has raised more than $7 million for various causes since its inception, according to Stephen Jacoby, associate publisher of marketing at Esquire. Events this year will benefit Save the Children, VH1’s Save the Music Foundation, FasterCures and The Watermill Center. Rufus Wainwright is slated to perform at the Watermill event.
— David Lipke