On the occasion of the relaunch of Asmallworld (ASW), the closed online community whose focus is now shifting from a by invitation only social network to a private travel and lifestyle club, guests flew to Morocco from all around the world to fete the major makeover ignited by CEO Sabine Heller and Chairman Patrick Liotard-Vogt.
This past weekend, the team created a magical Moroccan experience in Marrakech in collaboration with Diane Von Furstenberg (surprising guests with clutches, sunglasses, towels, and earphones) and the announcement that Kittitian Hill, the five-star sustainable resort in Saint Kitts will offer all ASW members a complimentary one week stay with a guest in the Caribbean.
Notable attendees included actress Elodie Bouchez and husband Thomas Bangalter from Daft Punk; English singer and songwriter, Marianne Faithful; Alison Mosshart from The Kills; actress Mamie Gummer; model Lily Kwong; and gallerist Janina Joffe (who appears in an ASW video introducing the new concept of the brand) and actress Jessica Joffe—two incredibly chic and cultivated sisters who will be sure to appear on more It-lists this year.
If the guest list was any indication of the new brand image of ASW, members can expect an exclusive and very sophisticated travel experience. As Sabine Heller stated during her speech, “Our re-launch weekend is everything ASW embodies: meeting new friends from all over the world, sharing extraordinary experiences, and living like a local.”
All guests stayed at the majestic Taj Palace in Marrakech, where Sex and The City 2 was filmed. On the first evening, invitees dined at the Salama Restaurant in the middle of the medina off the Jemaa-El-Fna. Belly dancers with trays of candles and tea pots on their head trained the likes of Glee actress, Dianna Agron (who was very good at it) to balance the tray on her head; meanwhile, upstairs, snake charmers thrilled, especially impressing designer, Henry Holland, who was heard schrieking while a snake dangled over him. Actress and Kennedy family clan member, Kick Kennedy, was notably very comfortable around the reptiles. On Sunday, the ladies behind L-Attitude, the online ethnic-chic retailer focused on travel, offered a tour of the medina and some great shopping opportunities for jewelry, kaftans, and all things handcrafted. Rapper Theophilus London found a beautiful white djellaba and velvet jacket that he wore to dinner later that evening.
Back at the Taj, camels and horses were waiting around the pool upon the guests’ return for some photo-ops. Later in the evening, dinner was set at the The Beldi Country Club in the Moroccan countryside where actress Olivia Wilde introduced the name of the first charity, New Light, that the Asmallworld Foundation will be collaborating with as part of its new program. After couscous and tajines were served, DJs Harley Viera Newton, Chelsea Leyland, and Paula Goldstein played a mix of 60’s and 70’s music for the happy crew among whom Poppy Delevigne, Atlanta De Cadnet, Amanda Ferry, Derek Blasberg, and Waris Ahluwalia—who collaborated on a video and new member card design for ASW—danced until late.
Click on the gallery above and for more photos, look for the official hashtag of the weekend, #MoroccanMoments on Instagram and Twitter.
All photos courtesy of Asmallworld and Billy Farrell
