| EVENT REPORT 11.21.06 12:00 AM |
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| Valentino Fills Downtown Space With 5,000 Roses |
| How better to launch a fragrance called Rock 'n Rose than with an L.A. rock band and roses flown in from Peru? |
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| Fashion magnate Valentino launched his latest fragrance, Rock 'n Rose, at the 7 World Trade Center space at 250 Greenwich Street in Lower Manhattan. A fashion-minded flock, including supermodel Veronica Webb, socialite Tinsley Mortimer, and even Ashley Olsen, entered the lobby on a black carpet as they made their way up to the 52nd floor. As excited guests stepped off the elevator, they encountered a vision of black and pink—the walls leading into the massive event space were covered in black wallpaper with thousands of fresh, full-bloom roses attached. |
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PHOTO GALLERY |
 | | Guests entered the 52nd floor through a black-walled hallway covered in roses. |
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 | | Screens behind each of the three bars showed rose projections. |
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 | | Three islands of roses dotted the room. |
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 | | Roses even decorated the bathroom. |
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 | | A screen next to the stage showed the fragrance’s bottle. |
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Floor-to-ceiling windows revealed a north-facing view of Manhattan as partygoers roamed among three 20-foot bars. Servers offered shining silver trays of crab cakes, lobster chips, portobello-mushroom sandwiches, hamburgers, hot dogs, and even chicken burgers from Pop Burger. DJs Mark Ronson and Lola Schnabel spun a wide variety of old-school rock.
Carlos Mota designed the space, which featured large groupings of red and pink roses placed between modern couches, chairs, and cocktail tables. “The Floribunda rose was the inspiration for the evening as it is the base note of the fragrance,” Mota said. “I wanted to keep the evening modern, which was reflected through the rose projections and the clean sleek lines of the furniture." More than 5,000 roses arrived from Peru to decorate the space.
At the far end of the floor a stage was set up for L.A.-based rock group the Hysterics. Bose set up a speaker system that was almost impossible to see in the sleek space. Despite the rainy night, hundreds of guests showed up to support Valentino, who arrived just as the band hit the stage at 10:30 PM.
Carlos Souza, Valentino’s vice president of communications, worked with Joey Jalleo from Nadine Johnson to produce the event.
—Kelly Will
Posted 11.21.06
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