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  • Identified John Varvatos’ exclusive live music series as vital opportunity for Heineken to bond with top NYC influencers
    • Monthly private event held at the John Varvatos flagship boutique, the original location of seminal underground rock club CBGBs
    • Event features rare performances by iconic rock musicians in intimate environment, including Joan Jett, Guns N’ Roses, The Roots, Paul Weller, The Wallflowers, Alice Cooper, Perry Farrell and others
    • Guest list is curated by John Varvatos and the performing artists, filling the room with NYC’s most culturally impactful musicians, stylists, trend setters and journalists
  • Carefully navigate and execute subtle yet meaningful branding opportunities
  • Negotiated Heineken neon sign placement during all brand-sponsored events
  • On-going collaboration with John Varvatos’ event management to identify additional Heineken product placement opportunities nationwide:
    • Fashion’s Night Out – John Varvatos boutiques in NYC, Hollywood, Las Vegas, Malibu
    • Private shopping event with rock icon Perry Farrell of Jane’s Addiction in SoHo – NYC
    • Book signings and art shows held in the Bowery Boutique – the former home of legendary underground rock club CBGBs

“Thanks to C3, our relationship with Heineken has been a long-term, mutually beneficial one for both brands at my exclusive events.”

John Varvatos, iconic American menswear designer