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NEW YORK To celebrate the release of Almost Famous, Dreamworks turned hot club Centro-Fly into a nightspot from a different era. To keep with the 70's rock theme of the film, the design team of Silver Birches made the club's facade look like the legendary rock club Max's Kansas City.
Inside, the designers also transformed the club into a setting befitting the 70's rock era. Silver Birches blew up images from real and fictional rock albums and Rolling Stone magazine covers. The images were suspended throughout the club and illuminated in hot pink, red and yellow lights. Those bright colors were repeated in floral arrangements composed of Gerber daisies. The designers also replaced the chairs in Centro-Fly with white molded chairs from IKEA.