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The Playboy bunnies have been in hibernation for too long, but the time has come for them to re-emerge and become a vital part of the zeitgeist again. For decades, Playboy has been a storied institution of entertainment. Since its first issue was released by a young entrepreneur and founder, Hugh Hefner, back in 1953, featuring Marilyn Monroe on the cover and the promise of unprecedented access to the starlet, Playboy’s success launched into the stratosphere and became a pillar of pop culture.
In recent years, following the death of Hefner, the brand has been playing it much more low-key. But now, Playboy brand made a roaring return to life with a week full of festivities, fun, and innovative new artistic ventures at Miami Art Week. Playboy made its highly anticipated return to Miami Art Week (December 4-7, 2024), hosting a series of glamorous events and activations celebrating art, culture, and self-expression.
The iconic brand continues to push creative boundaries with exclusive gatherings, immersive performances, and collaborations that honor its legendary allure while marking the dawn of its next chapter. All of this is in preparation for the relaunching of the brand’s flagship, Playboy Magazine, in February.
Thursday, December 5
On Thursday, December 5, Hyde Beach at the SLS Hotel South Beach transformed into an alluring haven of art, music, and Playboy allure. The brand partnered with sponsors such as Lucky Energy Drinks, Pure Dating App, NO DAYS OFF Premium Water, and Maison Krew.
The Hyde Beach event featured music from DJ Themba, art installations, and collections curated by Evoken Global, one of the most sophisticated curators of experience worldwide. Additionally, the kickoff featured an immersive multimedia group performance titled Heartbondage by celebrated artists Mitya Staev and Marion Crampe.
Image provided by Playboy
Friday, December 6
Playboy and Playboy Mexico teamed up to celebrate the artwork of Max Jamali, a Mixed-Media Artist famous for using luxurious items to create his art. In contrast with other artists, Max’s work focuses on luxury as a medium, resonating deeply with the brand and its history of catering to luxury tastes. He uses Diamond Dust, Exotic Leather, 24K Gold, Genuine Silver, Diamonds, and Crystals to create pieces that scream opulence.
While Playboy has far more competitors now than it did upon its launch in 1953, the brand’s relaunch aims to prioritize what makes it unique: glamor, luxury, and artistic quality.
The event, which took place from 6 pm to 2 pm at Villa Asur in Miami Beach, featured art installations, a collaboration with the Playboy Bunnies, sponsors, and live music.
Saturday, December 7
Playboy hosted an exclusive journey and content experience aboard a 100-foot yacht, departing from the Miami Beach Marina and destined for an exclusive VIP Brunch at Kiki’s on the Water.
As announced earlier this year, the relaunched Playboy Magazine will feature a fresh perspective, celebrating the brand’s commitment to free expression, sexuality, and social justice while capturing the spirit of the digital age. The magazine will feature the reveal of the 2024 Playmate of the Year and the new Bunny Class of 2025.
The iconic print title’s return will also feature the return of Playboy’s content franchises, including the Playboy Interview, the Playboy Advisor, and journalism from some of the world’s top writers. Playboy will reveal all this with a star-studded event in New Orleans during the year’s biggest football game.
A Week of Endless Fun
Playboy brought fun, flair, and boundless entertainment to Miami Art Week, demonstrating the new vim and vigor with which the brand is relaunching its flagship Magazine. A new era is beginning for Playboy, and Miami Art Week is only the tip of the iceberg.
Presented by APG
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