"It's the official headquarters of Miami Music Week," says Gianfranco Dossena of DiskoLab, the team of curators behind the inaugural MMW Hotel.
From March 24 to 29, Dossena, the DiskoLab crew, Miami Music Week, and Ultra Music Festival will set up for six days and nights at the Delano South Beach, bringing Bob Sinclar, Oliver Heldens, and dozens of superstar DJs to the swanky hotel's pool during sunlight hours and its FDR Lounge after dark.
"This is a very unique activation," Dossena enthuses. "It's the first time Miami Music Week and Ultra do a hotel takeover thing with a concept."
On the topic of the specific party plan for MMW Hotel, the DiskoLab member adds: "Musically, we'll focus on different genres from underground to trends. There's gonna be plenty of variety. And three of the six pool parties will be branded as 'The Official Ultra Pool Party.' We're also gonna have cool Miami Music Week pop-up activities, like goodie bags and giveaways."
And as the official lodging house for Miami Music Week insiders, Dossena teases that "the Delano is gonna be the hub for all the industry people. You can be at the pool and see David Guetta hanging out."
In addition to all of the DJs and VIP types who will be crashing at 1685 Collins Avenue, the Delano will also be accommodating some temporary revamps of its sleek, SoBe design and décor.
"We're actually covering half of the pool this year," Dossena says. "We'll build a stage and dance floor over the pool. We're looking to strike a good balance for both VIP customers and music fans."
But it isn't only about the beautiful South Beach setting and sophisticated dance-music clientele. The DiskoLab, MMW, and Ultra folks are also enamored with the Delano's ideal emplacement.
"It's in a centralized location," Dossena points out. "What I love is that it's right in the middle of it all. There's so much traffic going in and out. You have easy access to everything."
And that convenience, along with the glamorous vibe, celebrity encounters, and affordable $25 general-admission tickets, just might help "the official headquarters of Miami Music Week" become a new annual occurrence.
"We've really focused on what MMW is all about -- meeting new people, enjoying new music, seeing all the DJs in the world performing under one roof, and experiencing so many different genres of electronic music."
Crossfade's Top Blogs
Miami Music Week Hotel. Tuesday, March 24, to Sunday, March 29. Delano South Beach, 1685 Collins Ave., Miami Beach. Room prices vary via morganshotelgroup.com. Event tickets cost $25 to $4,500 plus fees via wantickets.com. Ages 21 and up. Call 305-672-2000, or visit mmwhotel.com.
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