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A sophisticated white clearspan acts as an ideal storefront for the launch of a new clothing line.
Image and experience are everything when a company is positioning a new product line. When Walmart called on Miami-based EventStar to provide a backdrop for the launch of its new Metro 7™ clothing line in Miami Beach, the request was for a temporary structure that would evoke the feeling of a sophisticated South Beach boutique.
In addition to glass walls, glass doors, climate control and a restroom facility, the client wanted a porch area and whitewashed floor for its beach venue, says Alain Perez, co-founder and president of EventStar. The main tent was a 66-by-82-foot clearspan, and the porch area was 32 by 20 feet.
The deck on the front entrance was whitewashed with an eco-friendly stain to give the tent the look of a storefront, and the remainder of the décor was kept clean and minimal. To round out the products’ presentation, Perez says, EventStar provided clothing racks, display platforms and lighting.
“The décor was simple, which made it sophisticated,” he says. “We used new rooftops and sidewalls, along with white, event-grade carpeting. Using white throughout accented the new product line.”
The team had 45 days to plan the event, and setup took a total of three days including the flooring and HVAC. The flooring in particular was a challenge. EventStar provided a wood decking system for the interior of the tent, and the front deck area was created using 2-by-6-inch planks.
“This was very labor intensive because each plank had to be laid down individually, and leveled to match one another,” Perez says. “The site was on the beach sand and it was not as level as we would have liked. The sand under the tent and flooring had an elevation difference of approximately two feet and had to be leveled prior to the installation.”
The team surveyed and laser-leveled the sand using a 300-pound I beam dragged by an all-terrain forklift. The entire setup took around 22 hours to complete.
“The event was a total success, and we have since worked on approximately 10 other projects with this client,” Perez says. “It was the type of project that allowed us to showcase our range of services.”