| EVENT REPORT 04.22.07 9:00 PM |
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| Samsung Adds Hip-Hop Beats to Country Club Party |
| To launch its new phone-MP3 player, Samsung took over a Beverly Hills mansion awash in logos and phones, with performances by Twista and Gnarls Barkley. |
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| Samsung Telecommunications America and Sprint celebrated the launch of the UpStage phone by inviting 500 Hollywood types to an all-day bash on April 15 at a private Beverly Hills manse. To woo hip, young potential customers who would, in a perfect universe, use the phone to tell their friends about it, Samsung senior marketing manager Cinco Calfee presided over a hip-hop-flavored country club environment that morphed into a tented nightclub showcasing live performances by Twista and Gnarls Barkley. |
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PHOTO GALLERY |
 | | A private home in Beverly Hills served as the backdrop for Samsung’s UpStage Country Club launch event. |
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 | | To bring out the country club theme, Caravents used a pink and green palette for the seersucker pillows and banana-leaf-patterned throws on the white poolside chaises and couches in cabana areas. |
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 | | Mini golf was among the kiddie-style offerings for adults. |
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 | | Staff led guests behind the house, where a pool area and two patios above it served as a stylish playpen for guests. |
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 | | Nitespa provided manicure services. |
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 | | Casual dessert offerings included snowcones and make-your-own sundaes. |
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 | | Guests found a nightclublike experience under a tent, which was filled with flat-screen TVs and logos. |
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 | | Caravents integrated hip-hop branding elements such as dummy heads topped with fuzzy black or white Afros, draped in the likes of a belt buckle with the words “UpStage Country Club” spelled out in crystals. |
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Because the residence has a narrow, one-way driveway and minimal parking capabilities, guests were directed to park nearby and ride shuttles to the home. Once inside, guests played with remote-controlled boats, Frogger video games, miniature golf, and a Ping-Pong table, lined up for mini massages and manicures from Nitespa and Xtreme Lashes eyelash extensions from Billy Lowe, or lounged in cabana areas that housed flat-screen TVs playing a loop of graphic imagery intertwined with the new phone’s logo. Guests grazed on Tres L.A.’s grilled burgers, veggie burgers, and ribs. And because the UpStage is a cell phone-MP3 player hybrid that allows users to download music from the Sprint Music Store, event producer Cara Kleinhaut of Caravents designed lively displays throughout the space where guests could get a peek at the new phone and try out its features.
Shortly before 7 p.m., the party moved to the tented tennis court, where flat-screens covering one wall played the graphic logo loop. More flat-screens topped a center bar, which was covered with tufted, silvery, snakeskin-embossed material. Color-changing squares and dots of light decorated the floor and ceiling. As guests boarded the shuttles, Premiere Valet staff called for their cars, which were waiting for them at the bottom of the hill.
—Irene Lacher
Posted 04.23.07
Photos: WireImage
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