The Avicii Retail Takeover
Somehow, it managed to take the week’s prize for South Beach double takes, easily edging out the usual array of leggy, scantily-clad lookers of all sexes. For the second year in a row, Avicii blessed us with an EDM-meets-luxury-hotel "hospitality offering," this time at the SLS South Beach (rooms up to $800 a night), which was transformed in spare-no-expense fashion, so that it became a popular photo spot for tourists on Collins Avenue (especially the garish silver sculpture next to the sidewalk). There were also Avicii taxis, ferrying around "fans" (usually screaming blonde women), which wasn’t quite as memorable as two years ago when Avicii’s hit "Levels" tinkled out of an ice-cream truck … again and again and again. Also this year, Avicii launched a pop-up shop selling, among other things: headphones, T-shirts, snapbacks, water bottles, tote bags, tank tops, iPhone cases, sunglasses, flip-flops and condoms.
Avicii pocketed the receipts from all this without performing during his Ultra headlining spot on Saturday night, when he was instead hospitalized for gall-bladder surgery, according to reports. Having suffered from acute pancreatitis in the past, this was no small matter; Ultra subsequently scrambled, procuring Deadmau5 to fill in.