LOS ANGELES The sheer number of gift and hospitality suites that took over town surrounding last night's Emmy awards might seem to indicate that this year, the September award show might rival the Oscars for scale. At least seven different suite events popped up around town in the week leading up to Sunday's show, with some beginning as early as the previous Tuesday. As has been the trend in recent years, several called attention to causes such as health and environmental issues.
At Silver Spoon's “Passion for Pink” house—high atop Mulholland Highway at Coldwater Canyon—guests meandered through the massive private home and its grounds, scooping up products from the likes of New Balance and Spreegirl lingerie. The suites' theme was breast cancer awareness, with staffers all wearing pink, and cupcakes and flower arrangements playing up the hue. Command PR handled publicity for the suites, which ran on Tuesday and Wednesday.
Kari Feinstein’s “Style Lounge” took over a mansion in West Hollywood on Thursday and Friday, where brands like Nine West, Michael Stars, and Reebok distributed their wares, and Recess nail salon provided eco-friendly services in a luxe backyard surrounding a pool. Proceeds from the event benefited YouthAIDS.
Also on Thursday and Friday, Melanie Segal's Platinum Publicity gift house took over At Sunset—a private home across from the Mondrian hotel in West Hollywood—where the charity beneficiary was Brad Pitt’s Make it Right NOLA. Nail treatments, spray tans, massages, and eyelash extensions were among the beauty treatments on offer.
Over the weekend, HBO hosted its sixth annual lounge on the second floor of the Four Seasons, where the In Style diamond suite provided loans for Emmy attendees from Christopher Designs Crisscut, Le Vian, Montblanc, Penny Preville, and Piaget. Originally, In Style had planned to host a suite for the Golden Globes, but after the event was canceled during the Hollywood writers' strike, the mag pushed back the plans to the Emmys and joined forces with the network. Caravents designed In Style's room on the hotel's second floor, with chocolate-brown furnishings and a clean, Dwell-ish look. Fox Greenberg handled PR.
Equinox Fitness and the Patrick Melville Salon hosted the “Emmy Beauty Villa” at the newly renovated Sunset Marquis Hotel and Villas, where treatments ranged from ordinary blow-outs to more involved cuts and color. Chaya catered light hors d'oeuvres for the guests who circulated through the hotel's villa 10 in robes between their hair services, facials, and chair massages on the patio.
At least two environment-focused suites joined the fray, with event producer Debbie Durkin of Durkin Entertainment Inc. partnering with Platform Media Group and the Environmental Media Association for a fully sustainable event at a private Hancock Park estate Thursday through Saturday. And the Sofitel hosted the “Alive! Expo Green Pavilion” on Friday and Saturday, with all eco-friendly products.
Not technically a suite, but replete with gifts nonetheless, was the “Buzz Girls Pre-Awards Season Prep Party” on Tuesday night at the Zune L.A. long-term pop-up in West Hollywood. TIL PR's Heather Hope-Allison, CAA's Amie Yavor, and UTA's Sarah Warda cohosted. The intimate event for about 75 guests (from entertainment, media, fashion, and lifestyle companies, plus agencies) included passed hors d'oeuvres from Tres L.A. and sleek white sofas and mirrored tables from Taylor Creative. The House of Petals provided flowers, and Lounge Appeal used its furniture to dress an upstairs lounge space, where guests unwound with Bliss hand massages and oxygen facial treatments. Guests received a stocked gift bag with products from brands including Cosabella, Kate Somerville, and Spanx.