| EVENT REPORT 02.12.07 12:00 AM |
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| Raw Space Sparkles for Scandinavian Jewelry Launch |
| The event for the new collection from Copenhagen-based Georg Jensen transformed an empty floor of the office tower with gold dust, projected imagery, and a fog screen. |
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Taking advantage of Fashion Week and the media and other industry folks it brings to town, Danish jewelrymaker Georg Jensen held a launch party for its “Cave” collection at new fashion-biz favorite venue 7 World Trade Center. Taking inspiration from the collection’s name, Georg Jensen international creative director Yann Siliec’s minimalist concept featured European elements and black, white, and gold colors. Siliec worked with U.S. marketing and public relations director Crystal Carlton, event manager for Georg Jensen Denmark Diana Minadeo-Sorensen, and Bobby Taylor of Taylor Creative to execute the design. More than 350 people attended the event, including press from Japan and the United Kingdom.
—Anna Sekula |
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PHOTO GALLERY |
 | | As with many of the events at 7 World Trade Center, the views of the city provided a striking backdrop. Jensen’s projections on the glass and the furniture facing the windows drew more attention to the lights outside. |
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 | | Taz Productions brought in a fog screen from Helsinki—an eight-foot-long machine that emitted a fine mist—onto which a rear projector shone images from the new advertising campaign. |
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 | | Walls painted black, black fabric draped from the ceiling, dim lighting, modern white furniture, and gold glitter dust on the floors completed the simple European-style design that matched the advertising campaign. (More black appeared in the toilet paper and the soap in the bathrooms.) |
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 | | Olivier Cheng’s Norwegian-inspired menu included an oyster station presented on large blocks of ice. |
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 | | Another ice bar displayed ingredients for specialty vodka shooters, which included pear vanilla and black pepper, grapefruit and lemongrass, and horseradish. |
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Posted 02.12.07
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