For the folks at Motorola, keeping their ninth annual Hollywood anniversary party fresh means maintaining certain long-standing traditions, including tapping into a new headlining musical performer and venue every year. For the latest celebration, which took over a soundstage at the Lot on Thursday, the communication company’s director of entertainment marketing, David Pinsky, booked pop singer Kelly Clarkson, feeling that the American Idol winner would rival the caliber of past performers, who have included Christina Aguilera, Pink, and Salt-N-Pepa (who reunited especially for the event in 2005).
“I try to find artists who I think will have a great vibe for the party and appeal to a wide demographic,” Pinsky said. “Whether people want to admit that they like [Clarkson] and that they like her music, I think you’ll find a room full of people singing along to her.” Indeed, many guests—including actors, writers, producers, directors, and publicists, as well as executives from customer carriers such as Verizon and AT&T—sang and jumped to the beat of such Clarkson hits as “Since You’ve Been Gone” during her 12-song set.
Pinsky found inspiration for the event’s palette from white imagery in Clarkson’s “Never Again” music video, and tapped the team at A Squared Group for the fourth consecutive year to execute his vision. Designer Amy Cotteleer said she created the white-themed celebration without “making people feel like they [were] on the moon” by painting walls a light gray and then stretching a white lace fabric over them for a textured look that evaded a sterile laboratory feel. Cotteleer also incorporated hints of purple lighting and cast abstract lighting patterns on the floor to soften the impact of the white carpeting, furniture, and drapes.
In addition to avoiding a lunarlike ambience, Cotteleer also strove to redefine the sound-stage venue—a pretty common event space—by incorporating an unexpected feature that attendees would spot when first entering the space: a grand staircase. Guests ascended the staircase (carpeted in white, of course) and stepped into a second-floor perimeter that allowed them to take in a view of the event from above before stepping down into it.
Before taking off for the night, guests could stop by two In-N-Out Burger trucks stationed outside the parking lot, and were sent home with cupcakes from Crumbs Bakery, which were handed out at the valet pickup.