As far as events in the luxury world go, there is probably none more influential than Art Basel. Now in its 12th year, the Miami Beach show (December 5–8) has become a poignant intersection among art, design and wealth, a place where artists, celebrities, high-powered international jetsetters and luxury brands mix at swimming pools, beaches and multimillion-dollar estates. The party scene is almost as much a part of the Art Basel experience as the art itself, with iconic brands like Chanel, Dior, Swarovski and Perrier-Jouët coming together with little-known artists on the cusp of fame, all in a show of solidarity for beautiful things.
Haute Living is one of many magazines that host such events at Art Basel Miami Beach. In fact, the magazine is in its ninth year of doing so, having previously hosted parties with Dom Perignon, Hublot, Rolls-Royce, Ferrari, Roger Dubuis and more. Explains Seth Semilof, publisher and chief operating officer for Haute Living: “It is one of the biggest weeks for wealth marketing. If we can connect brands to buyers with great curated events, then we are offering a great experience for consumers during this week.”
Previews® Inside Out recently caught up with Semilof and asked him for an insider’s perspective on art-gazing, party-hopping and hotel-crashing.
Previews Inside Out Can you give us a peek at the events your magazine is hosting this year?
Seth Semilof Yes. We’re hosting several events. We are doing a dinner with IWC Watches at a $20 million estate with an artist, and a dinner with Roger Dubuis and the brand’s ambassador, Gerard Butler, who is on the cover of Haute Time magazine. We have also commissioned a painter to paint a Hublot boutique in Bal Harbour, with a 300-person event on Saturday night (December 7) at a $40 million estate. Artist Hebru Brantley is hosting the event, along with the launch of Ferrari’s 2014 LaFerrari and Hublot watch.
Previews Inside Out What’s your secret to surviving Art Basel?
Seth Semilof Have fun, and don’t try to be everywhere.
Previews Inside Out Where are the best hotels at which to stay?
Seth Semilof W Hotel, Fontainebleau, Mondrian, Mandarin and Setai.
Previews Inside Out What about restaurants?
Seth Semilof Mr. Chow is the top spot. W South Beach is also prime, along with Prime 112 and SLS Hotels’ restaurants.
Previews Inside Out How do you know when a piece of art is “the one”?
Seth Semilof I study the painters and the way they brand their business. Do they sell too many paintings? Are they out there? Those are the kinds of questions I ask.
Previews Inside Out Do you have an artist crush right now?
Seth Semilof We love Hebru Brantley, since we are doing a major event with him at Basel.