Smirnoff Be There

On 27 November 2010, 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.

Smirnoff Experience: U.R. The Night a one off party in Matter at London's O2. Hear the Pet Shop Boys talk about their favourite musical performances. For more information on original nightlife and one of a kind experiences visit: www.facebook.com/smirnoffgb and www.smirnoff.com

Smirnoff Experience: U.R. The Night a one off party in Matter at London's O2. Hear Little Boots describe her Glastonbury Festival experiences. For more information on original nightlife and one of a kind experiences visit: www.facebook.com/smirnoffgb and www.smirnoff.com