| EVENT REPORT 03.21.08 2:29 PM |
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| Car Couture |
| Rounding out Tuesday night's slew of Auto Show-related parties, SAAB debuted its new 9-X BioHybrid compact car concept and its eco-friendly line of organic cotton clothing with a fashion show and cocktail party. |
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The last stop for many guests on the Auto Show circuit on Tuesday night was the SAAB event at the IAC Building, which ran from 9 p.m. to midnight and launched both a new car concept and a clothing collection. Playing up the minimalist architectural design of the venue, the event filled the space with white lounge furniture and took advantage of its two high-definition video walls.
For the presentation, a white stage on the west side of the lobby held two cars cloaked in white sheets. To add a little more entertainment (and suspense) to the reveal, models in white raincoats and carrying white umbrellas lined up outside the window to draw the crowd's attention to the street first before trooping indoors to the stage. On the platform, the umbrellas became more than just props: Holding the umbrellas in front of themselves, models blocked the audience's view of the cars while the sheets came off. |
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PHOTO GALLERY |
 | The car reveal and fashion show took place in front of a large video wall on the west side of the building's lobby.
Photo: Chris Ross for BizBash |
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 | To add further suspense to the North American debut of the 9-X BioHybrid, models spun umbrellas in front of the vehicles while the covers were being removed.
Photo: Chris Ross for BizBash |
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 | A short presentation of a fashion collection—a partnership between the car company and Swedish clothing design firm Reflective Circle—followed the car reveal.
Photo: Chris Ross for BizBash |
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To match the late hour of the event, Creative Edge served a selection of sweets and snacks, including cinnamon s'mores, cheesecake lollipops, lemon meringue tartlets, bite-size cheeseburgers, and boneless chicken wings on celery skewers.
—Anna Sekula
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Saab, General Motors, New York International Auto Show
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