BizBash Los Angeles
BizBash Los Angeles
   ADVERTISE   |  FEEDBACK  |   SUBSCRIBE   |   ABOUT US  |  RSS
EVENT REPORT   03.11.08 12:23 PM PRINT | SEND TO A FRIEND |
Painless Injection
For its fifth annual New Garde event, Gen Art created an installation for big sponsor Botox that was as smart and stylish as the show's fashion vignettes.
Guests at Gen Art’s New Garde pre-Fashion Week show had the opportunity to consider more than designer garments at the March 7 event, which featured the fall collections of up-and-coming Angeleno designers JMary, Jesse Kamm, and Les Sang Des Betes by Trang Chau at the Park Plaza Hotel. The arts and entertainment organization’s vice president of events, Elizabeth Shaffer, took advantage of the annual show’s nontraditional format—where staged vignettes take the place of customary runways—as a means of showcasing event sponsor Botox and its less-advertised capabilities.

“I’ve produced events for the past 12 years, and in the last three I’ve definitely noticed that sponsors are looking more and more for real customization, where [their involvement] is not just plug-and-play but where it is really creative and different and a lot of thought has gone into it,” Shaffer says. “Our audience is pretty savvy, so we try to come up with on-site activation where [guests] are interacting or learning about a product, but they don’t necessarily know they are.”
CONTINUED >

PHOTO GALLERY

The Botox name appeared in signage for designer vignettes. - Photo: Brian Lindensmith/Patrick McMullan
The Botox name appeared in signage for designer vignettes.
Photo: Brian Lindensmith/Patrick McMullan
Keith Greco put together an assorment of stairways and archways for the Les Sang des Betes vignette. - Photo: Brian Lindensmith/Patrick McMullan
Keith Greco put together an assorment of stairways and archways for the Les Sang des Betes vignette.
Photo: Brian Lindensmith/Patrick McMullan
Models posed under archways in the Le Sang des Betes installation. - Photo: Brian Lindensmith/Patrick McMullan
Models posed under archways in the Le Sang des Betes installation.
Photo: Brian Lindensmith/Patrick McMullan
Models stood still on a 16-foot rotating turntable at the JMary installation. - Photo: Brian Lindensmith/Patrick McMullan
Models stood still on a 16-foot rotating turntable at the JMary installation.
Photo: Brian Lindensmith/Patrick McMullan
Purple lighting dominated the Botox display. - Photo: Brian Lindensmith/Patrick McMullan
Purple lighting dominated the Botox display.
Photo: Brian Lindensmith/Patrick McMullan
Event sponsor Acura had a brand specialist available to discuss car features with guests. - Photo: Brian Lindensmith/Patrick McMullan
Event sponsor Acura had a brand specialist available to discuss car features with guests.
Photo: Brian Lindensmith/Patrick McMullan
Gen Art's New Garde Show and Party

Design Greco Decor
PR Evolutionary Media Group
Production Vox Entertainment Inc.
Security O & R Protective Services—Los Angeles
Valet Premier Valet Service
Venue Park Plaza Hotel

For Friday night’s event, that meant Shaffer created a stagelike set for Botox that was in keeping with the designer installations, and visually conveyed the product’s lesser-known function: preventing excessive sweating. Three models stood in clear stalls under Botox-logoed umbrellas that kept them dry—get it?—as recycled water showered down upon them.

The production behind the Botox display did indeed lend it a look as smart and stylish the other sets, which varied from an M.C. Escher-esque collection of interlocking staircases and archways for the Le Sang des Betes vignette and an out-of-the-wild appearance for Jesse Kamm’s tented environment, which was covered with dry grass mats and decorated with stuffed animals like an albino peacock and a small crocodile, as well as throw pillows made from the fabric featured in Kamm’s collection.

  —Rosalba Curiel
RELATED TOPICS Gen Art, Botox, Acura, Fashion Week

MORE EVENT REPORT STORIES
BET Hosts Opulent, Crimson-Toned Awards Pre-Party for 350 at Drago Centro
Glittery Tank Takes Brüno's Star to Arrivals—Obscuring Michael Jackson's Hollywood Boulevard Star
Cisco Caps Three-Day Partner Summit With Executives-Only Rock 'n Roll Gala
Huge Transformers Premiere Brings Linkin Park and Movie Machinery
At Universal's Public Enemies Chicago Screening, Producers Prepare for Rain—and Bowlers

MORE STORIES ABOUT GEN ART
Facing Severe Sponsorship Drop, Gen Art Brings Back Benefit to Raise Funds
Southern California's Top Fashion & Retail Events 2009
Despite a Few No-Shows, Robust Slate of Grammy Events to Blanket L.A.
MORE STORIES ABOUT ACURA
Spirit Awards' Pop-Up Sponsor Lounges Look Like Permanent Installations
Gen Art Picks Peak 5 and Genevieve Productions

More Suppliers/Venues to Consider ADVERTISEMENT
On Broadway Event Center
On Broadway Event Center, Belo, Deco’s, and the Karma Lounge were designed specifically for hosting spectacular corporate events. These venues are in the heart of downtown San Diego. More >>

EMAIL THIS RESOURCE
The Party Staff, Inc.
Since 1989, the Party Staff has provided more than 500,000 servers, bartenders, cooks, captains and event managers for every kind of social function and special event imaginable. From black-tie dinners to corporate events, award shows and movie premieres, TPS has the best-trained, most experienced hospitality staff in the industry. More >>

EMAIL THIS RESOURCE
Shine Lighting
Providing exceptional service in a technical world, Shine is a full-service technical design firm that will take the mystery out of the technology and put the magic back into your event. The services provided by Shine include lighting equipment, lighting design, and video design, from screens and plasma screens to unusual surfaces. More >>

EMAIL THIS RESOURCE
 
Search Our Venue Directory










MOST POPULAR STORIES
1. Glittery Tank Takes Brüno's Star to Arrivals—Obscuring Michael Jackson's Hollywood Boulevard Star
2. BET Awards' Hastily Planned Jackson Tribute Yields Ratings Triumph
3. BET Hosts Opulent, Crimson-Toned Awards Pre-Party for 350 at Drago Centro
4. New Terranea Resort Sprawls Over Palos Verdes With Spa, Golf, and Oceanview Meeting Space
5. Cisco Caps Three-Day Partner Summit With Executives-Only Rock 'n Roll Gala
6. Barbie's Q Drives Truck to Events for Barbecue Catering
7. El Cortez Cabana Suites Reopen With South Beach-Inspired Colors, Vintage Decor
8. How Can You Make a Trade Show Booth Eco-Friendly?
9. Proving Your Worth: How to Avoid Getting the Boot—and Fight It If You Do
10. Monster's Phil Cavanagh on Taking Things In-House and Managing the Crowds at Career Fairs