Let’s be real: when Red Bull decides to participate in an event, we can bet on the outcome. For anyone who had doubts about Cocktails in the City (and we had raised a few), we can say that the event was a total success. Despite adverse weather that Rome was not used to, a cold that seemed to bring everyone back to November and the need to cancel the first day due to a rainstorm, in the end the event succeeded, and well. Will there be something to improve? Surely, but for those who missed it, we can confirm that it was like living a different afternoon at Bryant Park (yes, Central Park isn’t the only one in New York).
Someone said that the best festivals are born under the rain (Woodstock teaches us). Seeing Rome transform into a small Glastonbury, with mud on our boots but headphones on our ears, reminded us that clubbing doesn't need concrete walls or air conditioning.
GIVES YOU HEADPHONES
In a moment where soft clubbing is filling the weekends of all of us, between a coffee and a brioche, Red Bull decides to offer Cocktails in the City a pair of headphones, good music and a silent event. Because from a brand capable of bringing adrenaline and thrills to everything, inspiring its athletes to dream big, this time the dream was dancing without others hearing the music... And so you find yourself looking from a distance at a group of kids in total silence who, with headphones, dance under the stars (yes, in Rome you can still see the stars).
OVER 3000 PEOPLE IN A GARDEN
Giving a different push to the project is the collab with Post Office (and here comes out the intelligence of the organizers in relying on collaborations that leave a mark). A real movement that in Rome has changed the rules of the game, transforming networking into pure fun. Yesterday there were more than 3,000 people dancing, who demonstrated that in front of events with a soul, people still respond, and they do it with a desire to have fun that we haven't seen in a while.
A WAR MACHINE
But now let’s come to us, because once again #timetteleaaali positioned itself in the middle of a Botanical Garden shouting at a whisper, and it did so with a tangible icon: the Red Bull Event Car. For those who don't know, it's a Swedish military giant from the 50s (and we could already stop the story here, but obviously we wouldn't be Spaghetty); the real strength was transforming it into a console, positioning it in the middle of a park and making you bartenders, but especially the consumers, dance with its DJs on a May afternoon (let's always remember: they are the ones who pay the bills, even if we often forget it). They shouted without shouting, because we are all good at putting the brand on umbrellas and glasses; positioning yourself by becoming a symbol of belonging, maybe not.
There is something damn poetic and overbearing in seeing a vehicle born for war (in a historical period like this) transform into something so fucking fun like a DJ set. It’s the metaphor of this event: where there were the storm and the mud, more than 3,000 people were brought to have fun.
What we take away from this experience is something we totally believe in: sacrifice linked to competence is the only weapon that never disappoints. Behind the smiles and the lights there was a management that overcame important problems and annoyances without any of the non-insiders noticing. And so this "cazzima", this desire not to give up even when everything goes to hell (obviously, not only out of a Red Cross spirit towards the city), is what moves the bar. And we like this way of doing things.
