YOUR EYES OUT EAST

By Ruby Saracino

Ruby Saracino is a New York City- and Montauk-based lifestyle creator, marketer, and tastemaker whose content follows the rhythm of summers out East and life in the city. Whether she’s documenting the latest hotspots, summer routines, or behind-the-scenes moments, her content feels like an invitation into the places everyone wants to be. She recently went viral after her surprise cameo with Lil Yachty at The Surf Lodge, with the moment reaching millions across Instagram and TikTok and cementing her as one of the summer’s breakout creators.

For more, follow @rubysaracino on Instagram.

MY FAVORITE EVENT TRENDS RIGHT NOW

Wellness isn’t slowing down. If anything, it’s getting bigger. Brands are moving beyond just sponsoring workouts and are building entire experiences around fitness. Pop Up Wrkout in Amagansett Square (with more dates in August), VUUM x Hero Beach Club with Makena Diehl, NYLON Members x Fuze House, The League x Madison Appel, and Kith x New York Pilates.

Sports are not just for the boys. As the Knicks’ run in the NBA Finals and the exciting matches of the World Cup proved, people actually want to gather around live sports again. Montauk has fully leaned into it, with sports turning games into nightly programming. The Surf Lodge x Polymarket and Barlume’s watch parties are great examples of brands meeting people where the excitement already is.

Brands are taking over the food scene. Cafés and restaurants continue to be some of the best places to show up organically. Instead of traditional pop-ups, brands are partnering with local favorites to create experiences that feel native to the space. Crown Affair x Montauk General Store, Roxanne Assoulin at FINI Pizza, and Cowboy Colostrum at Left Hand all nailed this.

The surprise performance is back. Whether it’s a branded event or a nightlife moment, everyone is trying to create that “you had to be there” energy. Lil Yachty at The Surf Lodge and Sheck Wes at Montauk Project all turned already buzzy events into something people couldn’t stop posting about.

WHAT I’M LOOKING FORWARD TO

Mix & Mahj is bringing mahjong nights to Mary Lou’s every Wednesday in August from 6 to 9 p.m. The first hour is dedicated to beginners looking to learn the game, followed by open play and guided play for newer players from 7 to 9 p.m. Whether you’re just learning or already love to play, it’s the perfect midweek tradition.

The Surf Lodge is keeping its iconic summer concert series going with two major performances: Jack Harlow on August 22 and Teddy Swims on September 6, bringing these can’t-miss nights of live music to Montauk.

Organic Oren is heading east. After building a cult following in Los Angeles, they’re bringing their first-ever East Coast pop-up to Montauk General Store for a weekend residency August 28–30. It’s exactly the kind of brand that makes sense out east, and I have a feeling it’ll be one of the most talked-about pop-ups of the summer.