By Shilpa Gopinath Posted April 24, 2009, 4:42 PM EDT
LOS ANGELES About 700 people put on their paparazzi-ready looks for Us Weekly’s annual Hot Hollywood event on Wednesday night at MyHouse—the Hollywood return of the party that took to New York for a stint last year. The event intended to celebrate the magazine’s annual style issue and recognize its editorial picks for the hottest celebrities, including Fergie, Taraji P. Henson, Estelle, Martina McBride, Jordana Brewster, Kelly Osbourne, Kara DioGuardi, Jennifer Westfeldt, and some of this season’s Dancing With the Stars cast.
“This issue is really all about style. The editors are recognizing those personalities that have an impact on style through their work in film, TV, and music. We really wanted to work with a color palette that was reflective of the on-trend colors for spring,” said the mag's senior integrated marketing manager, Keira Ford. For the fourth year in a row, the Wenner Media publication turned to Caravents for event production. Cara Kleinhaut from the firm worked with the existing colors of the venue—ebony, bronze, and copper—and added punches of fuchsia with floral accents and product displays.
“This party is about taking the advertisers and integrating them in a cohesive way that gives them visibility, but stays within the style of Us Weekly,” Kleinhaut said.
Product integrations started on the red carpet, where a Nissan Cube vehicle sat at the head of the step-and-repeat. And at the end of the carpet, organizers placed a tented swag suite decorated in chocolate brown drapery, bronze frames, and a central fixture of candles and flowers. Other product integrations inside the venue included an AT&T photo booth on the dance floor, an Ice Breakers ice sculpture surrounded by product, V.I.P. tables set with Three Olives vodka cocktails, and meandering models showing off the new Allen B. line for JC Penney.