| EVENT REPORT 04.11.07 9:00 PM |
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| Sundance Reclaims Car Showroom for Green Launch |
| For the channel’s party for its environmental programming, it filled Jeep’s former La Brea space with eco-conscious items like salvaged furniture and driftwood tables. |
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| Guests must have known they were at the right address for the Sundance Channel’s April 9 launch party for “The Green”—a new block of environment-focused programming—as they approached the former La Brea Chrysler Jeep showroom to find its entire facade bathed in green light. |
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PHOTO GALLERY |
 | | Trees and shrubbery turned up indoors for the Sundance Channel’s launch party for “The Green.” |
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 | | Lifehouse took the stage prior to Macy Gray. |
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 | | Graffiti artist Kofie used nontoxic paint to create an abstract piece inspired by the event’s tan, white, and green color scheme. |
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 | | Showroom windows decorated with chandeliers got a new use as lounge areas. |
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Although attendees spent the evening seeing green, the event’s focus was really on going green, with Sundance’s Kirk Iwanowski turning to Bryan Rabin and David Rodgers of Rabin Rodgers Inc. to produce the eco-friendly launch. “We chose the space because gas and oil are currently some of the biggest enemies of Mother Earth,” Rabin said. “We thought it was especially appropriate to repurpose the dealership, especially in a city that is so driven by cars.”
Inside the showroom, the duo made such environmentally responsible decor choices as stocking the venue with salvaged sofas and ottomans, which were reupholstered in white organic fabric and placed on a tan seagrass carpet. Oversize wooden spools functioned as tables, while uniquely shaped driftwood pieces became the bases for glass tabletops. Smaller decorative stands for orchid, tulip, and daffodil bulbs inside silver pitchers, bowls, and gravy boats were purchased from thrift stores. “Antique-store shopping and thrift-store shopping is my way of being green,” Rodgers said. Multicolored LED light panels backed everything from the DJ booth and the bar to the stage where Lifehouse and Macy Gray performed short sets.
—Rosalba Curiel
Posted 04.12.07
Photos: Marsaili McGrath/Getty Images
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