Dropout UK @ Smirnoff Nightlife Exchange Project, Troxy

Smirnoff Keep The World On Ice For An Evening!

This weekend, part of East London was transformed into an authentic Miami beach party for The Smirnoff Nightlife Exchange Project – a groundbreaking initiative which saw 14 countries around the world swap nightlife on the same night. The one-of-a-kind experience was curated with the help of consumers, who submitted over 33,000 suggestions via Facebook as to what characteristics made their local nightlife culture unique.

Headlining the unforgettable event at the Troxy in London and performing to a 2,500 strong crowd was rap superstar Tinie Tempah and electro-pop artist Example, a US DJ Battle plus exclusive Miami-inspired sets from DJs Zane Lowe and Jaguar Skills. On the same night, a quintessentially British festival took place in Miami and around the world more than 18,000 people in five continents experienced their ‘swap’ events, celebrating the very best of global nightlife.

In addition to the all-star line up, guests were treated to Miami themed entertainment and decor in the form of a superclub, a Little Havana Bar, Smirnoff Miami Mules, a virtual interactive pool, Latino performers, carnival entertainment and of course – plenty of palm trees, ‘bling’ and a unique Nikki beach vibe.

Of the experience, Example said:

“Amazing! It’s so cool to see a slice of Miami nightlife in London.’

Zane Lowe commented:

“The Smirnoff Nightlife Exchange Project has been a fascinating journey for me and it was great to see everything come together for a totally unforgettable night. Can’t wait to hear what the U.S. thought about the best of British nightlife at their event!”

Meanwhile across the Atlantic, guests in the U.S. were treated to the best of our home-grown talent with a performance from DJ Seamus Haji as a quintessentially British festival experience was recreated.

Neil Skinner, Marketing Manager for Smirnoff in GB comments:

“The Smirnoff Nightlife Exchange Project is without doubt our biggest and most ambitious activity to date and one that we have been and will remain in the future, incredibly excited about. The Smirnoff Co. has been on a mission to seek out the most extraordinary and one-of-a-kind nightlife experiences, and with our global approach to finding the best the world has to offer, we are very pleased with the result.”

The countries taking part, namely Argentina, Australia, Brazil, Canada, Germany, Great Britain, India, Ireland, Lebanon, Poland, South Africa, Thailand, USA and Venezuela – were given the chance to experience the best of nightlife from their exchange country at events that merged fashion, drinks, music, entertainment, food and more.

The Smirnoff Nightlife Exchange Project is about celebrating the outcome when the best of global nightlife cross-pollinates to create something extraordinary. To check out exclusive content including podcasts, videos and photos from the night visit– and stay tuned for more unmissable experiences in 2011.

The Smirnoff Nightlife Exchange Project in numbers

  • 80 hours of performances across the world
  • Approximately 1,400 tracks were played in 14 countries
  • Over 50 artists and DJs performed to a crowd totalling around 18,000 people
  • 2.7 tons of ice used by 200+ bartenders

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