Warby Parker celebrated the eclipse in Nashville with musical
LET THE SUNSHINE IN: While many companies held informal gatherings on their
office rooftops to view the solar eclipse Monday, others initiated more formal
plans for the event. Warby Parker bussed its Nashville headquarters’ employees
to celebrate the eclipse at its Nashville store, Warby Parker Edgehill. The
party included a performance by Futurebirds, then during the city’s one minute
and 57 seconds of eclipse-induced darkness, the Nashville-based ALIAS Chamber
Ensemble played a composition that they crafted especially for the occasion.
Martin’s, a local barbecue joint, fired up lunch on-site for attendees.
Lividini & Co., a fashion public relations and brand strategy company at
264 West 40th Street in New York, entertained some 30 to 40 people on their
rooftop Monday afternoon, including staff from other companies in the building,
such as Robert Graham, as well as media. Bottled water and stars and moon
cookies were served, along with sun-protection glasses.
Nike held a viewing party on it Beaverton, Ore, campus, while Nautilus threw
a viewing party for hundreds in their corporate office with a glasses-decorating
station, brunch and drink stations for specialty coffees and smoothies.
There were virtually no cars on the roads in Portland during what is
typically the Monday morning rush hour, according to one observer. However, the
highways south of the city, heading toward Salem, a prime viewing site in the
country, were at a standstill. Many Portland businesses opted to open late or
advised employees to stay home to avoid the traffic. More locals (including 25
percent of Nautilus’ staff) used Monday as a vacation day to catch viewing
parties in eastern Oregon.
Select Columbia Sportswear’s branded and outlet stores handed out glasses in
advance of the big event last week.
Companies such as Coach, DKNY, Alice + Olivia, Tory Burch, Tommy Hilfiger,
Michael Kors, Kate Spade and Saks Fifth Avenue planned no formal viewings for
their employees at their offices.
From the media world, Wired’s head of social media Natalie DiBlasio went
skydiving in Oregon during the eclipse and managed to take a photo of the
totality of the solar eclipse from 13,000 feet and posted it to Instagram.
Wired’s Jason Tanz watched the solar eclipse and had lunch with Matt Lauer and
Savannah Guthrie on the rooftop of Salvation Taco at 145 East 39th Street for a
Wired segment that will air on Tuesday’s “Today” show.
Time Inc.’s Women in Technology, one of the company’s community groups,
hosted an ice cream social in the café to celebrate the solar eclipse and
provided safety glasses for viewing. In Casper, Wyo., Time editor at large and
author of “Apollo 8: The Thrilling Story of the First Mission to the Moon,”
Jeffrey Kluger hosted a live broadcast, while Amy Shira Teitel, host of
YouTube’s Vintage Space and author of “Breaking the Chains of Gravity,” aired
from New York City.
“The solar eclipse was brought to you by Instagram,” quipped one viewer after
watching the event on her company’s New York rooftop and returning to her
computer screen to catch better views.
Meantime, the solar eclipse was creating plenty of buzz online. According to
Talkwalker, a social data intelligence firm, as of 3:30 p.m. EST, just after the
peak eclipse hit the East Coast, there had been 10.9 million mentions of the
event in the last seven days. More than 8.1 million of those mentions were in
the last 24 hours.
Celebrities such as Kim Kardashian took advantage of the trending topic by
posting a photo of herself with her children, with the caption “Total eclipse of
the heart.” It quickly rose to the most engaging Instagram photo around the
eclipse, with 1.4 million engagements, according to Talkwalker. One of the other
top posts about the eclipse came from Miley Cyrus on Sunday, who posted a
message about the eclipse serving as a tool for unity and peace — it reached
71.1 million people, and 672,000 people engaged with the post. Katy Perry also
posted a joke photo on Instagram about the Eclipse — with fake glasses made of
Eclipse gum wrappers, said Talkwalker.
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