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4. Nintendo Launches New Mario Game With Look Back at Franchise History

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FROM WASHINGTON

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News Archive for Research In Motion

EVENT REPORT 02.04.08 1:14 PM

BlackBerry Launch Recasts IAC Building in Pink Light

The cocktail party's all-pink look
Photo: Alison Whittington for BizBash

The Frank Gehry-designed IAC Building opposite Chelsea Piers has become known for the white glow it emits at night. But on Tuesday evening, the lighting from the lobby was a rosier shade. For the launch party of the pink BlackBerry Pearl, more than 150 guests filled the lobby space, which had been made over in pink decor and lighting, for cocktails, nibbles, and a first glimpse of the new smart-phone. (Two days later, BlackBerry launched with a similar event in Los Angeles.) Hosted by Elle's fashion director, Nina Garcia, the Project Runway judge who appears in BlackBerry ads, the mostly female-attended event played with the tagline "Are you confident enough to wear pink?"

BlackBerry maker Research in Motion's director of public relations, Shelly Sofer, and national channel marketing manager Carrie Lepage asked their PR agency, Harrison & Shriftman, to design and produce the event. Leading the production team was Ryan Jordan, who recently devised a pink-and-white setting for the Kira Plastinina press preview.

With two months to plan a directive and deliver a high-end press event to garner media attention, Jordan chose the west Chelsea IAC headquarters for its modern architecture and its unique offering: one of the world's largest indoor high-resolution video walls. At 120 feet long and 11 feet tall, the screen dominates the west side of the lobby, an area that can be rented for events subject to approval. And since few events had taken place in the building, the location was an added draw for the press. MORE >>

BlackBerry, Research in Motion, Verizon Wireless