Latest in series of hot theme parties in Seoul tonightMention “Chivas Regal 12” to older Korean men and they will respond with mischievous grins. But that’s not exactly the market Chivas Regal wants to be associated with. The premium Scotch whiskey, distributed through Jinro Ballantine’s in Korea, very much wants its drinkers to be in the spotlight of the social scene ― young, sexy and fashionable.
The way to attract celebrities, fashion models and their friends is to offer a really good time. The “Chivas Life Party,” a series of grand theme parties at happening venues, fits that agenda perfectly. Over the past few years, the party series, specially made for the Asia-Pacific region covering China, Taiwan, Japan, Thailand and Korea, has traveled around Asian hot spots, attracting trendsetters’ attention to the whiskey’s new image. The Korean party kicked off in the fall of 2004, featuring a cool Japanese live painting artist. “The brand wanted to shed its old and dowdy image and be reborn with a new identity, targeting the young generation,” said a brand representative.
Tonight, the party’s ninth installment, the “Chivas Life Party in Seoul,” subtitled, the “Chivas Illusion Party,” will be at the swank Vista Hall in the Sheraton Walkerhill hotel in eastern Seoul. Organizers expect 3,000-plus revelers to dress “glamorous & chic” and drink Chivas-based cocktails.
The Chivas parties so far have never been boring, and for tonight it has upped the ante with Lumen (www.lumen.ch), a touring team of illusionists based in Switzerland. The group has appeared in international festivals, events and clubs; its members, who are a dancer, a juggler, an objects and lights manipulator and musicians, fuse electronic music and choreography. There will also be four 20-minute sessions by mime artists, based on the theme of steel.
Fitting the musical taste of Seoul’s trendsetters, the DJ of the night will be Morpheus from Belgium, best-known for his Freezone series and as the lead singer and lyricist of the cult band Minimal Compact in the mid-’80s. The Greek god of sleep rocks on after two decades in the music industry, with his original tunes styled in electro punk-funk, Middle-Eastern-tinged dance and new-wave music. He will be joined by Korea’s DJ Beejay.
by Ines Cho
The “Chivas Illusion Party” is from 8 p.m. to 1 a.m. at the Vista Hall in the Sheraton Walkerhill Hotel. For more information, call (02) 3447-7701.
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