Adages: The Latest Retail Sensation: Shopping Under the Influence

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It looks like Bloomingdale's has the right idea when it comes to working with its partners in the media: Let them use the store space for an event, let them handle the invites, entertainment and co-sponsors and, last but not least, let them drink. A couple of vodka tonics never made anyone feel like spending less money. Last week, Nylon magazine invaded the third floor of Bloomingdale's SoHo for one of these shopping parties. Publisher Jacklynn Jarrett got in the spirit of things, joking that at the end of the night she might end up with four bags' worth of Bloomingdale's merchandise. (She showed remarkable restraint and made only one purchase-a snazzy gray jacket that she wore to work the next day.) Accessories Director Dani Stahl sported a T-shirt designed specifically for the event by New York artist Joshua Gurrie. The T-shirt was featured in the October issue and was also worn by store mannequins and a couple of wafer-thin models fresh off the plane from Brazil. "Those are our two models," Dani said. "I'm the other two." For what it's worth, Adages found the models, perhaps 100 pounds and 22 years old combined, a little creepy and Dani did a fine job of modeling.

Bloomie's Director of Advertising Holly Lamport seemed to have her hands full that night. While the girls partied upstairs, Details magazine was down in the basement holding a book-signing event for Augusten Burroughs' latest, "Magical Thinking." Augusten's book starts off thusly: "When I was seven, I was plucked from my uneventful life deep in darkest Massachusetts and dropped into a Tang Instant Breakfast commercial." It gets weird after that.

Bob Brennan for Mr. Universe

Bob Brennan has been offered a job that will allow him to flex his muscles again. Nope, it's not in the ad business (although more on that in a minute). In the year since he resigned as president of Leo Burnett USA, the always-fit Brennan has become a true workout nut. And last week, the payoff: His personal trainer offered Bob $50 a day for a three-day stint demonstrating the proper use of gym equipment at Chicago's convention center. Chances are, it's not his only offer. Brennan's non-compete clause expired at the end of September, and there are rumblings he will soon return to the media-agency world, perhaps in an executive role at MindShare. Reached at home last week, Brennan, who helped build Starcom into a power media shop, denied that, but admitted he'd return to the business for "the right situation." He'll want more than $50 a day, though.

A Monster by the bay

San Francisco's football stadium is indeed a monstrosity. It's the oldest in the NFL, drafty and the parking lots flood when it rains. Oh, and it's undergoing another name change that could get ugly. Monster Cable Products signed a four-year, $6 million deal with the San Francisco 49ers to turn Candlestick Park into Monster Park. But city voters, who protested in vain when Candlestick became 3Com park from 1996 to 2001, are heading for the ballot box in November to decide on Proposition H (unfortunate names just seem to stick to this story). The ballot measure would require the name remain Candlestick, or, in the vernacular, the 'Stick. It's unclear whether H would even be honored if passed, but Sam Singer, a spokesman for the 49ers' owners, said "Preparation H won't cure the bumps" on the stadium. One has to wonder if the deal, and the upcoming headache, is worth it for the manufacturer of wires for stereos-and you just know that job site Monster.com is licking its chops every time the name is mentioned. Mr. Singer, however, said the idea that Monster Cable's marketing is misplaced is bogus. "There is not a better venue at a better price."

Maybe it's just time for a new stadium. And judging by this season, a new team wouldn't hurt, either.

Contributing: Alice Z. Cuneo

Get pumped up at kwheaton@crain.com

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