| EVENT REPORT 09.15.06 12:00 AM |
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| Silk, Satin, and Pearls Decorate Tag Heuer Exhibit |
| The Swiss watchmaker made a play for Fashion Week attention with a photo exhibition set amid three distinct spaces. |
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| Capitalizing on the frenzy of Fashion Week, Tag Heuer unveiled its “Strength and Beauty” photography exhibition at the Waterfront, just a few hours after Derek Lam used the eastern end of the same west Chelsea warehouse space for his runway show. The timepiece brand paid homage to 15 women, photographed by 15 female photographers, and kicked off a world tour of the exhibit. Uma Thurman serves as Tag Heuer’s ambassador and co-hosted the event with company president and C.E.O. Jean-Christophe Babin. |
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PHOTO GALLERY |
 | | Pearls, mixed with Tag Heuer’s line of women’s watches, filled Lucite globes that hung from the ceiling beams in the after-party lounge. |
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 | | Column-like installations of pearls swayed as guests passed. |
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 | | XA constructed a wall entirely out of cream and bronze grosgrain ribbons. |
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 | | A portion of the raw space was transformed into a gallery of photographs of accomplished women in the arts, business, and media that will be auctioned off to benefit the United Nations Development Fund for Women (UNIFEM) in 2007. |
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 | | Abstract-patterned projections were visible on the brick walls and lounge furniture at the after-party. |
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 | | Dita Von Teese, one of the women included in the photos, performed her new birdcage act during the after-party. |
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 | | Lounge decor included bronze mirrors set behind the front bar to lend a romantic touch. |
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 | | Two hundred lit votive candles created a backdrop for the back bar at the event’s after-party. |
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 | | A small white tree hung with crystal ornaments was an elegant focal point at the entrance to the venue. |
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International senior public relations manager Daniela Leone Haerri oversaw the event, which was broken down into three distinct parts. Guests entered the venue via white carpet to find a white-painted tree decorated with elegant crystal ornaments. This first room, primarily for press photo ops, allowed guests a moment to take in the grandeur of the space. Directly ahead was a wall made completely out of bronze and cream grosgrain ribbons. XA, the Experiential Agency—the firm in charge of producing and designing the event—conceptualized and built the 13-foot-tall partition, which guests passed through to enter the main event space, a large white gallery filled with 36 portraits.
A wall of cream satin panels led to another space for an after-party, where XA creative director Darren Andereck created a lounge space with a chic, modern feel. The space featured dim lighting, lush white leather couches and ottomans, illuminated white cubes (with the requisite Tag Heuer branding), and elegant white lilies. A cool feature was the incorporation of custom-made Lucite globes hung from the ceiling beams; they were filled with thick bundles of white pearls and served as a display surface for the company’s line of women’s watches, which were being reintroduced that night.
—Stacey Howard
Posted 09.15.06
Photo: Brad Barket/Getty Images (Von Teese)
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