AXEDONISM @ Hotel El Convento

June 9, 2004 12:21 PM
by

On Memorial Day Monday, we all had the opportunity to live a true AXEperience. With a really ambitious promotions plan, AXE put up one of (if not the best) productions of the year, distinguishing them for being out of the ordinary and at unexpected venues.

Last year, their debut event was held at the rooftop of one of Old San Juan's multilevel parkings. With the performance of local hip-hop favorite Tego Calderon, house master Charles Feelgood, and a full complimentary bar, they set a benchmark in terms of production and originality.

This year, on Memorial Day Monday, the AXE production team took over Hotel El Convento, a historical landmark hotel in Old San Juan, and turned it into a dreamlike garden of hedonism, where all fantasies and sinful temptations were revealed.

Over 1,500 guests, among them members of the press, distributors, clients, celebrities, and others were exposed to a night of pure fantasy and mysticism.

Belly dancers, percussionists, fire breathers, sexy cabaret models, tarot readers were essential ingredients to such mysticism. Also, every AXE fragrance was personified and every hotel salon was specially decorated and motivated to represent the true essence of each. A map was given to every guest to find the way around each room.

An arabian-marroquian influenced room with belly dancers, arabian percussionists, and "huccas" represented the Apollo and Orion fragrances. An oriental-influenced chill out room with "feng shui" massage beds represented Phoenix fragrance.

A more fiery, and provocative room with two sexy models dressed in pleather and with snakes around their bodies represented Voodoo fragrance. Meanwhile, the VIP room was the main launching spot for AXE's new fragrance Touch, that was revealed through a fashion show of sexy models.

The event also counted with a "Sin Garden" decorated with tropical plants, in which fire breathers, tarot readers, and sexy models walked around while, on stage, the best in house music was in charge of one of San Juan's best deejays, Ivan Robles.

But the energy was mostly contained at the main stage, where Spain's famous hip-hop diva "La Mala" Rodriguez made everyone go crazy with her mix of urban, hip-hop, and sevillian flamenco rhythms during her performance.

After her performance, the surprise came as Mexican electronic rock band Kinky made the crowd go into a frenzy. This was a real highlight of the night, since this band put up a great innovative performance by mixing hardcore rock with percussion and electronica in an energy charged set.

Without doubt, every essential feature of a great production was included during the AXEDONISM event, with special attention to detail, element of surprise, full complimentary bar, and great audiovisual effects.

Also, the members of the press and sponsors were treated royally and hotel rooms were reserved for each during the night.

On the downside, the event should have been held on the weekend,since most of the guests had to work on Tuesday morning. Also, for the next time, less invitations should be handed out to preserve the true exclusivity of the event and so that the alcohol never ends!!

Special thanks go out to the AXE production team, especially Kristy Stewart for her special attentions towards us members of the press.