Reef opened its doors at its global headquarters to 300 key retail and media partners, as well as the company’s marquee athletes like Mick Fanning, Rob Machado, Shane Dorian and Alana Blanchard to launch the brand’s Modern Gypsy campaign.
Invited guests were treated to several live musical performances headlined by Xavier Rudd, and were given the first look at Reef’s upcoming Spring 2012 collections.
Xavier Rudd
The Reef Open House kicked off with live performances by two local acts, Austin Burns and The Campaniles, and the third performance coming from Australian musician, Xavier Rudd, who has collaborated with Reef for a Spring 2012 capsule collection.
Resident Reef DJ’s, the Bareback DJ’s, which consists of Paul Fisher and Leigh Sedley, kept the dance floor packed throughout the rest of the evening.
Guests also listened in on a Q & A session between Reef president, Jeff Moore, and the brand’s elite roster of athletes like Shane Dorian, Taylor Knox, Mick Fanning and Paul Fisher, which were followed by an array of brand videos alluding to the concept behind the Modern Gypsy.
Moore stated, “We were pleased to have many of our retailers attend our Open House. The purpose was to give a view of the direction we are headed as a brand, a sneak preview of Spring 12 product, and an opportunity to communicate our appreciation for their ongoing partnership with Reef.”
Guests of the Open House were also encouraged to roam about the Reef building to survey the many updates to the space including two newly remodeled apparel and footwear showrooms merchandised with Spring 2012 offerings. The building also has a newly renovated marketing lounge that reflects the sight, touch and sound of the Modern Gypsy campaign.
