Calling Treehouse's Aban Sonia a "marketing director" is kinda like calling the sun a "star." Both terms are true, of course, but neither encompasses the magnitude of what they represent. In Sonia's case, the representing includes The Overthrow (where she's resident "Super Villain"), Artisans Agency (where she's creative director and founder), and, now, Treehouse, which will undoubtedly be South Beach's next hot spot. NIteside caught up with the dervishly keen kitten in advance of Friday's opening.
Wanna tell folks a bit about Treehouse? Treehouse is a new, highly conceptualized, organic, childhood fantasy - realized. With this project, we intend on stripping away the over produced approach to Miami's nightlife to offer a new perspective on the party scene. Imagine cool, of-the-moment, Downtown sensibility in a swanky South Beach setting.
Jeremy Waks (owner), is the visionary behind the project. An environmental science major, he understands the importance of connecting and preserving the natural elements and creating an overall experience for partygoers. Dave Glass has done an outstanding job as our design consultant in bringing the vision to life in an eclectic and affective way. We're currently working with Miami heavy hitters and tastemakers, Tara Ink, Jose Ortiz (SuperMarket), Ess & Emm, Artisans Agency, and of course, The Overthrow, to deliver a well-rounded dose of interesting entertainment.
What's in store for the opening weekend? Overthrow's own Troy Kurtz is curating the musical experience, along with a special guest DJ you'll have to see to believe. Dave Glass, Jose Ortiz, Tara Ink, and Overthrow are all bringing their best to the opening party. So if you're a curious night crawler, you already know where you'll be this Friday night [January 21st]... at the Treehouse.
How did you and Waks connect? Jeremy and I were connected through Sam Baum and Alexis Mincolla (founders and partners in Overthrow). Overthrow, as a collective, did events at Jeremy's former venue, Heathrow, and when it came time to jump-start Treehouse, he called upon old friends and his creative colleagues.
What else has Overthrow been up to lately? We recently did an all out Art Basel showcase at the Overthrow Castle. "Basel Castle" was a huge success, featuring live performances by Theophilus London, Rye Rye, Caligula, Tamara Sky, and Troy Kurtz. As well has custom carnival games and artwork by Greg Mike and ABV Gallery (Atlanta) and an exclusive showcase by inventive jewelry wizards, Han Cholo (LA).
Up next, Overthrow is producing an impressive line-up of events, showcases, and performances during Miami's infamous "March Madness."
In addition to Overthrow, word is you're gonna be making noise up in New York for Fashion Week. Wanna give us the scoop? New York Fashion Week, for me, is a reunion of old friends and a resurgence of inspiration. This year, Nary Manivong and Ally Hilfiger have come together to birth a new collection and concept called NAHM (which also means "water" in Laotian, Nary's native tongue). We're going to be producing another timeless presentation featuring the NAHM collection at the infamous MILK Studios.
Aren't you also handling the visual hype for Nero? Indeed I am. For those rarities that don't know, Nero is a massive dubstep/ drum & bass/electro duo from London. Their album is set to be released April 4th and in the meantime I'm art directing the production of visuals for their brand's merchandise. Joe Vincuilla and I ( with Overthrow / Artisans Agency) have been collaboratively working on creating imagery the masses can connect with and Nero fans can identify with. It's been an exciting process and we're all eager to introduce something new that audiences can take home and have become a staple piece in their lives and wardrobes.
Is all of the above part of your Artisans Agency? Yes and No. The Artisans Agency is a creative production agency based in Miami, but working all over the nation. We collaborate with many other collectives and companies such as our family at Overthrow, Live Fast Magazine, Optic Blast Studios, Smut & Bass, Kerin Rose for A-Morir, NAHM, Lot71, Studio 1415, A New More Beautiful Studio, and Glasshaus Studios.
Is there anything else coming up for Aban Sonia that we need to know about? I'm currently developing a community based project called M.E.R.G.E Murals (Mending Environment & Revolutionary Generations Everyday). M.E.R.G.E is where we bring together the creatives and the community to add a splash of color and excitement to under-developed, inner city neighborhoods. I'm getting local and internationally known artists together to design large scale murals for the community to enjoy and be involved with. I want the city to feel like this is not only for them, but by them as well.
In 2011, we're (Overthrow) launching a ready to wear men's collection with Last Rights, Inc. along with the record label featuring Miami's own Caligula, Troy Kurtz, Tamara Sky, Atlanta's Heros+Villians, and Boston bad boys, Hot Pink Delorean.
You'll have to stay tuned to see what tricks I have up my sleeve - I'm not sharing all the magic just yet.
