High fashion acquired a whole new meaning on 18 April, 2012 as models strapped into high-tech rappelling rope strutted their stuff face first towards the ground, 24 storeys all the way, during the launch of the Revere Hotel Boston Common in Boston, Massachusetts.
Models from the Boston Rock Gym took part in the show to celebrate the opening of the event. The show featured models dressed in the hotel's uniforms which were especially designed in partnership with students at the Massachusetts College of Art and Design. The creations were also inspired by the spring/summer 2012 looks from British designer label Ted Baker London.
The show was a spectacular event as onlookers grabbed binoculars to witness the high-flying fashion show from the streets. Around 300 pairs of binoculars were reportedly handed by Revere representatives to witness the spectacle.
In addition to the vertical fashion show, the launch of the hotel was marked by a traditional runway presentation which took place on the ninth floor pool deck of the hotel.
Located in the heart of the Theatre District on Stuart Street, the newly launched hotel is a $27 million reinvention of the Radisson.
The Bostonherald.com reported that the hotel celebrated its opening on the 237-year anniversary of Paul Revere's ride through the streets of Boston at the beginning of the Revolutionary War
The new property boasts a 356-room boutique hotel and an exciting nightlife concept called the Emerald Lounge that will be launched soon.
"In such an iconic city, we cannot imagine a better opportunity than designing The Revere," Amy Jakubowski, partner at BBGM interiors who helped to conceptualise the new hotel, said. "This challenge granted us the ability to use our creative licence in new ways to bring something refreshing and innovative to the Boston hospitality market."
Located in the centre of the city, the 356-room hotel reportedly follows a "dramatic transformation" under the guidance of new ownership, Northwood Hospitality, and offers 325 guest rooms, thirty deluxe suites and one presidential suite.
Catch a glimpse of the exclusive Revere Hotel Vertical Fashion Show: