Corona’s Save The Beach

December 9th, 2008

Who would have thought to bring summer to Hoxton’s cavernous Circus Space on a brisk December eve? Those crazy sun-soaked kids from Corona is who, along with an entourage of models, A-listers, and one very chilled-out Australian.

Palms sway, powdery sand spills onto concrete, and a crew of Corona reps are on hand with an endless supply of the stuff. In aid of the Save the Beach preservation project, Mexico’s tastiest export has signed up fashion label Custo Barcelona, international model Bar Refaeli, and roots musician Xavier Rudd for a night of eco awareness, London-style.

The crowd might be wrapped up in scarves and coats, but that doesn’t stop Custo’s bronzed (and nearly naked) babes traipsing the sandy catwalk. Decked out in wild chiffon numbers and risky bikinis from the 2009 collection, Refaeli and her team do the label proud and set a glam tone for the rest of the night. 

After the show, an hour or so of mingling and more beer finally lead up to the musical portion of the evening. Rudd saunters on stage like a cheeky schoolkid, cap pulled down low and wearing a relaxed grin. Part of a trans-continental crop of roots performers (in the same vein as Ben Harper and the John Butler Trio), it seems Corona’s enviro-friendly cause is right up this Aussie’s proverbial alley. Against a backdrop of the Aboriginal flag (kudos), Rudd eases into the soulful, rhythmic tunes he knows so well. With an impressive display of three didgeridoos and a wacky Johnny Knoxville-esque drummer to his left, he gets some of the chatting crowd on side.

Rudd’s particular brand of laid-back strumming and husky vocals certainly suit the style of the evening. But with a somewhat abbreviated set, he seems to acknowledge that the average punter on the night probably hasn’t heard of him (and might be more interested in networking than paying any attention). Overall though, playing to a small gathering in support of a cause close to his heart seems to pay off, and no doubt he can count a few chilly Londoners as brand new fans.

Check out more from Melissa at her blog: http://morningelectric.wordpress.com/