| EVENT REPORT 06.05.06 12:00 AM |
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| France Aims to Garner Cinco de Mayo Cachet |
| Lovers of all things French came together to celebrate "Ap?ritif ? la Fran?aise," a worldwide cocktail hour mixing stinky cheeses and French pop music. |
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| Joie de vivre was the name of the game at Sopexa USA's French cocktail event at BLVD, where more than 1,000 people enjoyed gratis French bubbly, beer, and spirits. Sopexa, a French food, wine, and spirits marketing agency, has held the annual event in New York for three years. John Ierardi of Event Engergizers LLC produced the event this year, and several French companies, including Maison de la France, Kronenbourg 1664, and Georges Duboeuf, served as sponsors. Everyone involved aimed to promote the party on a grand scale, with the hope that one day "Apéritif à la Française," held on June 1, will be as widely celebrated as Cinco de Mayo in the United States. In addition to New York, select cities throughout the world celebrated the event, including Montreal, Paris, London, Barcelona, Athens, Tokyo, Shanghai, Hong Kong, and Dubai. |
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PHOTO GALLERY |
 | | John Ierardi's team from Event Energizers welded together several bottles of Pommery Champagne and a champagne bucket to create a freestanding lamp. |
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 | | Event Energizers fashioned battery-operated minilamps out of Ricard bottles and placed them atop tables throughout the venue. |
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 | | Fresh flowers in Pommery Champagne buckets served as centerpieces in the "Pommery Place" lounge. |
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 | | The "Metro Photo" booth in the back of BLVD printed out sheets of pictures with the "Ap?ritif ? la Fran?aise" logo and the date. |
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Ierardi divided BLVD into minilounges labeled with French street signs incorporating sponsor names or drink categories, such as "Rue Ricard," "Allée des Apértifs," and "Pommery Place." DJ Aaron Elvis played American and French pop music throughout the night, as strolling sax and clarinet players roamed the venue. Cheese, baguette, sausage, and paté stations dotted several areas of BLVD, along with two henna tattoo stations and a French-looking photo booth called "Metro Photo."
—Courtney Thompson
Posted 06.05.06
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