We spent the weekend in Brooklyn for the first ever I FEEL LOVE party, a two day event celebrating all things disco, with a hint of 21st-century. Learn more!
I FEEL LOVE had an ambitious goal: consider -but not replicate- the golden age of dancing, the Disco era. It was at this time the pop culture saw dancing as not just fun, but a necessary societal element. For 2016, many years after disco’s big moment, the people and groups involved haven’t really gone anywhere. For I FEEL LOVE, Casablanca in association with Discord channeled the spirit of the disco era. Casablanca, of course, signed Donna Summer, the innovative artist who actually inspired the name of the party with her classic track “I Feel Love“. Held in Brooklyn for two nights only (and sold out for both), I FEEL LOVE featured performances from Giorgio Moroder, Studio 54 Legend Nicky Siano, Armand Van Helden, Jackmaster, Soul Clap, and more.
Rob Stevenson, Casablanca Records/ Republic Records Executive Vice President of A&R, comments “This weekend, we revived that spirit and I couldn’t be more proud of everyone involved.” Indeed, it was an exceptionally tidy experience from the moment we arrived by Uber-provided transportation to the friendly bouncers and staff (yes, friendly club staff exists!). As for the scene, it was very diverse crowd of young and old, those fascinated by the 70’s and those who lived it. There was a profound appreciation for the energy of the 70’s and clearly, people yearn for the simpler time, when being yourself was the way to be, and the funkiness and pleasure in the groove is paramount. If these two nights didn’t sell out, it would be a different story. But it became clear that people are seeking places to be free. As brief as it was, I FEEL LOVE provided this.
The Martini Bar provided by Absolut was a fun and interesting area with a glowing tower of Absolut bottles. Everything culminated during an Absolut Moment, which kicked the celebration into high gear, as everyone’s drinks suddenly illuminated to the beat as Moroder played the event’s eponymous song. Not to mention Absolut photo booth which provided plenty of chances to snap a charming pic or two in guests’ best 70’s looks. Additional support was provided by Heineken, who kept cold beers at the ready, and helped attendees pair their celebrations with the world’s most global beer.
In a unique twist (and a demonstration of the I FEEL LOVE creators to be on point in every sense), senior perfumer Laurent Le Guernec of International Flavors & Fragrances Inc. created four “
Nick Pacelli, Senior Vice President of Brand Partnership at Republic Records spoke, “our brand partners share our long term vision for I Feel Love and also have a real cultural connection to the event.” It’s true, Absolut Vodka literally had presence in Studio 54 nightlife. But in a unique consideration, Uber is a thoroughly modern option, revealing, as mentioned, I FEEL LOVE is less about ‘recreation’ and more about ‘inspiration’. There are moments of tactical identity, but all the while, getting to be creating the new identity.
Guests during the 2-day event included Adrian Grenier, Christian Siriano, Randy Jones, Michael Musto, Tommy Sunshine and more. It was a fascinating experience to say the least, but the guests needed to loosen up even more. Perhaps today’s sense of needing to be social and digital has altered the post-disco world for good. We’re all on board for I FEEL LOVE to give it another go.
