When Grindr was signed on to PR Consulting in December, it raised many an eyebrow. It seemed to signal a strategic shift for the hookup app, an attempt to angle brand perception a bit toward the highbrow side of the spectrum.
So, of course, for Pride weekend in New York, the brand threw a fabulous and high-octane affair at the Top of the Standard. The bash was also the official unveiling of SLUMBR, an immersive installation at the hotel, done in partnership with Visionaire.
The installation — created in collaboration with artists Jacolby Satterwhite, Stewart Uoo, Juliana Huxtable, Ian Isiah and chef Jake Brodsky of Whip New York — sprawled over the 17th floor. In one room, guests were branded with temporary tramp stamps by a band of cowgirls, in another, a heavily padded bedroom chamber invited partygoers to unwind or even take a quick nap.
The required dress code had been spelled out on the invitation as “Black Tie Pajama.” It went on to elaborate to those who needed more of an explanation: “Leather/Lace/Silk/Satin, Not Your Mama’s Teddy, Fancy AF Robes, King Size Fashion, Le Smokin, After Hours Tuxes and Undone Bowties.”
The place was packed with all different interpretations of chic jammies. RJ King went for a silk matching pajama set with slippers while Alexander Wang went with a pair of Flintstones-esqe leopard print shorts and a white T-shirt. Scott Studenberg opted for a head-to-toe velvet look, accessorized with numerous oversize chains strung around his neck. Sophia Bush, his date for the evening, sported some rainbow, wearing the limited-edition T-shirt from Baja East, benefiting Equality Florida for the Pulse Victims Fund. Hari Nef, Harry Brant, Jason Wu, Mia Moretti, Andreja Pelic, Ryan Korban, Miles McMillan and Zachary Quinto, Timo Wieland, Issa Lish and Ladyfag were also among those in attendance.
At midnight, a surprise “bedtime story” was screened: a short by designers Viktor & Rolf narrated by Ahmed Shihab-Eldin with performances by Alan Cumming, Rose McGowan, Humberto Leon, Hari Nef, Binx Walton and others. The video can be viewed at both Grindr.com and VisionaireWorld.com, which includes a call to action to support the families and victims of the Pulse massacre in Orlando, Fla. Following the bedtime story, Grammy-winning songstress Bonnie McKee concluded the evening with, of course, a cover of Prince’s “When Doves Cry.”