TORONTO National Post columnist Shinan Govani's “Worthy 30” list of Toronto's most eligible bachelors and bachelorettes is a must-read for the city's young social set. So the first edition of the Worthy 30 cocktail party, held February 24 at TIFF Bell Lightbox, was a prime opportunity for sponsor Grey Goose to reach this demographic. But because the evening was billed as a tasteful, exclusive event, they didn't want to hit guests over the head with branding.
“Grey Goose didn't want the party to be all about their logo and name everywhere,” said Sebastien Centner, director of Eatertainment Special Events and Catering, who planned the party. “It was more just about throwing a great party that presented the brand in a subtle way.”
After walking down a 50-foot blue carpet (Grey Goose's color), 193 guests entered a room gelled in all-blue decor. The space was anchored at the front end by an all-white DJ booth and at the rear by a bar supported by three eight-foot light pillars topped with the brand's signature goose logo. Seating in between included a long row of connected white couches from the Euro Collection, supplied by Divine Furniture Rentals.
“Because we had this long, narrow room, we wanted to create a seating situation that would work with this layout but look really interesting,” Centner said. “These pieces made it look so much more dramatic than just individual couches.”
Above the furniture, the names of the Worthy 30 were projected on a 30- by eight-foot light wall. The projection slowly changed throughout the night so that each person's name was shown. Subtle branding touches throughout the room included Grey Goose candles, specialty cocktails, and centerpieces of wheat and Champagne limestone, representing how the French vodka is created.
The evening went without much of an organized program in favor of a mix-and-mingle format, but guests where treated to one surprise. After making a speech to honor the evening's attendees, Govani told the crowd that Grey Goose and Eatertainment would be following up with 30 more parties, coming to each of the “worthy” members' homes to replicate the cocktail party for 20 friends.