Unlike the film’s Los Angeles premiere, which was sponsored by Chanel and channeled 18th-century France, the MoMA event had a more modern vibe to it. The French-looking furniture (custom made by Keith Greco of Los Angeles-based Greco Decor) had a black, white, and silver palette of satin, suede, leather, and plexiglass, and DJ Paul Sevigny served up a play list of vintage rock. The 400 guests mixed among dessert-laden tables (a natural for the film’s let-them-eat-cake title character) and robust floral arrangements by Ron Wendt—the highlight of which was a nine-foot-tall bouquet behind the chandelier-accented bar.
MoMA was Marie Antoinette director Sofia Coppola’s first choice for the venue, and The Wall Street Journal Weekend Edition, one of the event’s unlikely sponsors and a corporate museum member, secured the space. (Sony Pictures, Columbia Tristar’s parent company, also has a membership, but already used the space for an event this year. The museum allows only one event per corporate membership.)
Event producer Chris Benarroch of Los Angeles-based Benarroch Productions had roughly two hours to get the space ready for the party, as she couldn’t unload the furniture until after the museum officially closed at 8 PM—and all museum goers finally left the building around 8:20. “It was definitely a challenge,” Benarroch said. “We had every vendor lined up outside, ready to go at 8 PM—we were like a small army. The minute the museum said we could come in, it was complete and utter silence. Everyone was just racing to get their job done.”
Capping off the night were gift bags filled with above-par swag, including Marc Jacobs perfume, Van Cleef & Arpels candles, and Marie Antoinette author Antonia Fraser’s newest book, Love & Louis XIV.
—Courtney Thompson
Posted 10.18.06
Photos: Dan Hallman for BiZBash
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