LOS ANGELES Fox Interactive Media director of trade marketing Maura Curtin worked with designer Billy Butchkavitz to create a fresh, young look and feel for a MySpace client summit on April 23 at the Beverly Wilshire hotel ballroom. The event, nicknamed “Never-ending Friending,” was intended as a combination business meeting and interactive social function—perhaps like the intended function of the site itself.
For the design, Butchkavitz took inspiration from the invitation and the ballroom. “The invitation was clean, sleek, and modern, totally covered with bold text and a pattern of circles—a nod to the heads in the MySpace logo,” Butchkavitz said. “And the ballroom has a very European Old World design, the look you would find in a French or Italian hotel built in the early 1900s.” So he chose a contemporary design with decorative accents that complemented the venue’s formality. Decor elements included couches upholstered in gold and ecru jacquard and gold-leafed Louis XV-inspired armchairs with marble-top cocktail tables placed between. MySpace also provided Butchkavitz with collages created by its users; he printed them on canvas, surrounded them with faux gold frames, and used them as perimeter art in the ballroom foyer.