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News Archive for Rockwell Group

EVENT REPORT 04.01.09 2:42 PM

With Move to Architectural Digest Show, Diffa Raises Awareness and Foot Traffic (and Still Delivers Design Ideas)

Michael Tavano's graffiti-inspired room for the New York Design Center
Photo: Emily Gilbert for BizBash

On Monday night, Design Industries Foundation Fighting AIDS (Diffa) hosted its annual Dining by Design gala at Pier 94—the culmination of five days of events based around tables created by artists and interior, event, and fashion designers. This year, the organization was approached by Architectural Digest to be a part of its home design expo, affording showgoers a chance to also check out Diffa’s installations. "I think running concurrently with the Architectural Digest Home Design Show is an incredible experience in every way. People who are coming to the show are interested in design, but might not have known about us,” said Peggy Bellar, Diffa’s director of special events.

This time the number of tables dipped from 39 to 32, but pairing with Architectural Digest and lengthening the public viewing time to three days helped double foot traffic. “Certainly, this year is a tough year for everyone, and it is great to join forces and expand opportunities for exposure,” Bellar said. Diffa estimates the amount of money raised, however, dropped from $1.031 million to $750,000. MORE >>

Diffa Dining by Design, Diffa, Benjamin Moore, Stolichnaya Elit, New York Design Center, Architectural Digest, Rockwell Group, Kravet