About this Event
Join us in NYC’s Flower District for an immersive night of photography, video, and creative inspiration—brought to you by Adorama x Sony.
Experience an immersive photography event inspired in Manhattan’s iconic Flower District at Ila Penthouse and Rooftop, bringing together 200+ photographers and content creators for a night of inspiration, education, and content creation.
Building on last year’s success with 175+ guests, this years’ experience will feature one-of-a-kind, editorial-style photography sets focused on flowers and curated by a top NYC stylist, Stacy Armand – Creative Direction, Set Design & Fashion Styling: Stacy Armand Events | Stacy Armand—giving attendees unique environments to create elevated, social-ready content and build their portfolios.
Stay for the creative energy. Connect with fellow photographers. Discover new possibilities. Experience Sony technology in action.
Borrow a camera! Bring your camera! Bring your ideas.! Let’s create something unforgettable!
Featured brands will be on-site:
- Lexar
- Nanlite
- SmallRig
- Flashpoint
How the event will work:
- Open photographing
- Come borrow Sony gear – get your shots, then show them off! Be Sure to Tag Adorama and Sony Alpha
- Entry is limited to a 200-person capacity at a time - entrance to Ila Penthouse and Rooftop will be on a first-come, first-serve basis.
- We ask that you get your shots, return your gear, head out for what the city offers next and let others enter and get their shots.
Schedule:
5:00PM-9:00 PM (Doors open at 4:30PM for check-in)
What to expect
- Flowers! Flowers! Flowers! Designed sets by a top NY stylist, Stacy Armand with models, and a live band!
- Travel light! Leave your gear home - Sony cameras and lenses available on loan at the event. Please Note: Limited quantities–cameras and lenses are based on first come first serve.
- SD cards provided by Lexar (cards are based on first come first serve!) Thank you Lexar!
- Expert tips and techniques for photographing flowers, cityscapes, portraits, and more from Sony Collective members.
- Sony deals only available at this event, Trade-In Trade- Up, plus Adorama personal shoppers on-site to help you with your purchase.
- Networking opportunities with fellow photographers.
- New photos to show off!
- Raffles – 3 chances to win! Prizes to be announced. Winners will be notified by email.
What to bring:
If you would like to borrow gear from Sony to use during the event, you must bring these three items:
- Fill out the required form
- A valid US ID.
- A valid credit card.
All IDs and credit cards will be kept in a secure location under constant supervision from a Sony employee and will be returned to you when you return your gear.
What NOT to bring:
- Please do not bring large bags or tripods.
What else you need to know
- All levels are welcome.
- All camera brands are welcome
- You don’t have to borrow gear to attend.
- Rain or Shine!
Whether you're an aspiring photographer, a seasoned pro, or just curious about the world of photography, this event promises to inspire to take your photography to the next level and walk away with stunning images in a new location!
Don't miss your chance to explore the incredible world of Sony cameras, learn from industry experts, and unleash your creative potential. Join us for an unforgettable day of photography at Ila Penthouse and Rooftop!
You don’t want to miss it!
RSVP today!
Can't wait to see you there! 🌸
Meet Sony Collective member, Dane Isaac
Dane Isaac is a skilled photographer who has built his career on a sturdy foundation of artful lighting and a passion for storytelling.
Born and raised on the vibrant island of Grenada, Dane’s unique upbringing has profoundly influenced his technique for creating stunning visuals that stand the test of time. How he translates the world through his lens is as distinct as it is hypnotic. As a longtime member of the Sony Alpha Collective, his artistry has garnered appreciation from the industry's most respected voices.
Meet Sony Photographer, Emily Soto
Emily Soto is a fashion and beauty photographer residing between New York City and Los Angeles. Each image captured by Soto emanates with her distinct visionary style characterized by a perennial stream of emotionally captivating, artistically adept, visual pieces.
Meet avant-garde artist, Witney George
THE CURIOSITY CABINET, established by avant-garde artist Whitney George, operates as a shifting performance organism: part ensemble, part laboratory, part listening device. Its live work moves fluidly between experimental music, electronics, improvisation, reimagined repertoire, and performance environments built around atmosphere, tension, and transformation.
For this event, The Curiosity Cabinet appears through two distinct configurations:
DOOR28, featuring Christie Echols and Whitney George, is a nocturnal electronic duo working at the edge of house, experimental sound, and live fusion. Built from pulse, texture, repetition, and distortion, its sets move between the hypnotic and the unstable — music for a room that feels slightly different after you enter it.
THE CUPBOARD gathers select members of The Curiosity Cabinet for an after-hours set of cocktail jazz, reimagined standards, and contemporary fusion. Familiar forms are treated loosely: bent, polished, fractured, and recombined into something elegant, strange, and just a little off-center.
Check out what went down at last year’s event!
In Partnership with
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Event venue & nearby stays
ILA Penthouse, 253 West 28th Street, New York, United States
Concerts, fests, parties, meetups — all the happenings, one place.