Word: swag
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...flexibility in building design or be incorporated into consumer electronics." The University of Waterloo in Canada is anxious to use Spheral solar cells in its new School of Architecture building. "The beauty of this material is that we can use it on curved surfaces, but we can also swag it like a textile to provide shading and cut out glare on windows," says Rick Haldenby, director of the school. So theoretically the curves of the Guggenheim Museum in Bilbao and the Sydney Opera House could be covered, as could lap-tops and cell phones, to generate their own power...
...case of Winona Ryder, convicted last week of grand theft and vandalism for walking out of a Saks Fifth Avenue in Beverly Hills, Calif., with $5,560 of swank swag, there are plenty of easy answers. Just look at her screen roles, which range from the disturbed (Beetlejuice and Girl, Interrupted) to the homicidal (Heathers and The Crucible). Or consider her loopy childhood in a Northern California commune with parents who smoked a lot of pot and chose Timothy Leary to be her godfather...
...owns a casino. He's rich. He's nutsy. Donald Sinclair (John Cleese) is Howard Hughes with a cheerfully sadistic attitude. He puts $2 million in a duffel bag 700 miles from Las Vegas and sets six desperate, disparate groups in pursuit of the swag--winner take all. Meanwhile, to enrich himself further, he has a roomful of rich guys betting on the outcome...
...music biz, promotional merchandise is known as swag, and David (Beno) Benveniste, 30, is the swagmeister. His Streetwise Concepts & Culture gives away thousands of T shirts, stickers, posters and CD samplers to "street teams" of young volunteers (speaking of free) who spread the buzz to other kids in skate parks, high schools and concert parking lots. It's peer-to-peer marketing done with minimal investing and maximum effect. "Everybody wants free stuff," he says with a laugh. "And if a16-year-old has a backpack full of cool gear to hand out, he feels like a king...
...just three years Benveniste built an army of more than 30,000 kids who distribute swag to their pals in what he calls "hand-to-hand promotion." Clients included Rage Against the Machine, Radiohead and Limp Bizkit. Next: hip-hop, electronics, films, fashion and, perhaps someday, even politics. "We want to become the voice of today's kids," says Benveniste, "empowering them to bond together and giving them something to belong to." But giving them some free stuff first...