Music pumped, paparazzi cameras flashed and celebrities air kissed each other as the third annual Cosmo Bikini Bash got underway on the pool deck at Planet Hollywood Resort & Casino in Las Vegas on Monday, May 24, 2010. At the center of it all, conducting the whirl of activity was the man behind the curtain, the Wizard of Ah's.
Cosmopolitan Magazine hosts the Bikini Bash every year as one of its biggest marketing stunts. It was previously held on South Beach in Miami, Florida its first two years. "I was thrilled to find out it was in Las Vegas this year. I love Vegas and love doing innovative events and stunts there," says Mark Cheplowitz, president and owner of Wizard of Ah's. "It's what Las Vegas is all about, so it was a perfect fit." Wizard of Ah's has produced the event since its inception in 2008. The move to Vegas was made in order to coincide with Nivea's (sponsor of the event) Memorial Day summer push for their product Goodbye Cellulite.
Each participant was given a free bikini, designed especially for the event by Shay Todd. Celebrity host Mario Lopez emceed the party alongside celebrity guests Lo Bosworth and Holly Madison. Other activities included food, drinks, dancing, spray tattoo and photo booths and free beauty gift bags.
An “impromptu” flash mob, started by nearly 100 bikini clad dancers that were embedded in the crowd (choreographed by Wizard of Ah’s), broke out part way through the party and revealed the “2-Piece”, a new dance created especially for this event. The dancers and crowd grooved to an original song entitled "2 Piece (So Cosmo)" by MIDI Mafia, celebrity guest DJ's for the event.
As the sun began to set, Cheplowitz arranged the ladies into the shape of the Cosmo and Nivea logos from atop the roof of Planet Hollywood. With a microphone in hand, he directed his crew on the ground, placing each lady into the formation. "Coordinating the stunt this year was a little bit easier because of the way we could move the girls in and out of the image a lot quicker. The photo was shot at dusk to capture the Las Vegas vistas while still highlighting the girls in the image.”
Blue lights held by each of the ladies illuminated the logos in the early evening sky. Aerial photos were taken by award winning Sports Illustrated photographer Walter Iooss and will be featured in an upcoming issue of Cosmo Magazine.
The party continued into the wee hours of the night at the after party, sponsored by Belvedere Vodka, at Jet Nightclub inside the Mirage Resort & Casino.
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Check out behind the scenes footage of the Bikini Bash.
Watch the official "2 Piece (So Cosmo)" MIDI Mafia video!
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