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Ted Inc. put together a swinging, decadent promotional party for Champagne Mumm. Called Paint the Town Rouge, the bash filled the Cellar Bar in the Bryant Park Hotel with red light, red flowers and red-dressed revelers. The soiree toasted the 125th anniversary of the company's Cordon Rouge champagne, which has decorated each bottle with a red ribbon since the late nineteenth century.
Naturally, the party had plenty of free-flowing bubbly--a pair of servers at the door passed out glasses before guests even entered the lounge--and a team of dancing young women decked out in red boas and red gloves passed out red cigarettes. And the event's late night timing (it started at 10 on a Monday night) only added to the festive tone.
Ted Inc. style director Daphne Shirley transformed Cellar Bar, a space normally filled with pale yellow accents, by covering everything with red--gels on the lights, covers on the furniture and flowers on the bar. The decor also warmed up the subterranean space, which looks like a sleek take on a medieval castle in its regular configuration. (After a batch of post-September 11 somber events, scarlet has become a hot event hue again, with red color schemes at the Harper's Bazaar relaunch party and Ted Inc.'s Valentine's Day launch party for Carolina Herrera's new fragrance; the vibe of this party was something like Lancel's store opening party.)
The invitation encouraged guests (a mix of both suits and young hipster types, including food and drink press, chefs, sommeliers, restaurant people, and hotel execs) to wear red, and those who didn't could pick from a rack of red boas and other accessories. Guests could also pose for Polaroid snapshots in the finery--and, perhaps, in a bit of a drunken stupor.
Read about Lancel's French cabaret-style store opening party...