| EVENT REPORT 11.03.09 10:43 AM |
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| Hello Kitty's Anniversary Pop-Up Takes Over Japanese-Inspired Royal/T |
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Sanrio's cutesy Hello Kitty brand is celebrating its 35th anniversary. And for a pop-up sponsored by Target to honor the occasion, there was perhaps no better-suited venue choice in the land than Royal/T, a 10,000-square-foot art exhibition space, retail store, and Japanese-inspired café, itself bearing the same visual and thematic traits.
Free and open to the public, the pop-up Hello Kitty-related art exhibit and Sanrio retail shop, known as "Three Apples," runs from October 23 through November 15. Sanrio's team unpacked and installed the exhibit, and Japan L.A. shop owner Jamie Rivadeneira curated the Hello Kitty artwork, which is for sale. Royal/T supplied the catering and service staffing for a private, invitation-only grand opening party on October 22 to kick it all off. |
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PHOTO GALLERY |
 | Royal/T's costumed servers passed drinks at the opening party for Sanrio's 35th anniversary pop-up for Hello Kitty.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | Costumed guests showed off their Hello Kitty-inspired looks at the opening party.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | Audrey Kitching attended the opening party on October 22.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | Royal/T owner Sue Hancock posed with a Hello Kitty puppet and one of the venue's costumed servers.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | Hello Kitty art, curated by Japan L.A. owner Jamie Rivadeneira, is on display in the exhibit.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | Art lines brick walls and fills glass cases as part of the exhibit.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | A kitschy hot air balloon toy moves up and down by way of controls inside; guests at the party played inside the gadget all evening long.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | Sanrio items are for sale in the pop-up shop.
Photo: Lester Cohen/Getty Images for Sanrio |
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 | Hundreds of Hello Kitty dolls and other items fill the pop-up space.
Photo: Lester Cohen/Getty Images for Sanrio |
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For the opening event, a line of eager guests—many in costumes that channeled Hello Kitty's look—stretched clear down the block. Sanrio V.I.P.s, featured artists, media, and celebrities such as Paris Hilton, Kimora Lee Simmons, Dave Navarro, and Pete Wentz flooded the space, where they browsed the art, sipped Sapporo, sake cocktails, and Hello Kitty champagne served by Royal/T's maid-costumed servers, and scooped up items from the shop.
Sanrio's Los Angeles and San Francisco-based team led by president of global consumer products Janet Hsu, brand marketing and retail development director Jill Koch, associate marketing manager Susan Tran, and brand marketing manager David Marchi are overseeing the pop-up. Confirming and coordinating the project were Royal/T owner Susan Hancock, events director Nina Savill, and general manager Rocco Somazzi. Wagstaff Worldwide (the venue's PR agency), and Orsi PR and Griffith Marketing & PR (agencies for Sanrio) are handling PR.
—Alesandra Dubin
RELATED TOPICS
Hello Kitty, Sanrio, Target, Pop-Ups, Sapporo
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