| EVENT REPORT 06.07.07 2:53 PM |
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| The Observer Opens Week of Parties |
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Since Jared Kushner bought The New York Observer last July, the paper has gone through considerable changes. It shrunk from a broadsheet to a tabloid, scrapped some of its throwback design touches for a more modern look, and beefed up its real estate coverage. The paper's latest development is a foray into event marketing, with a series of parties in a SoHo retail space that kicked off last night.
Pam Bristow, who produced the event for The Observer, said the project started when Kushner asked her to pitch a marketing tie-in for Cushman & Wakefield when the real estate firm committed to a large ad buy. Her concept? "A six-day event showing six of the best young talents" in fashion, art, and music, she said, all inside a retail space on the market represented by Cushman & Wakefield.
Last night's opening-night party was a bare-bones affair (no food, just drinks from a vodka sponsor) that drew a full house, with a crowd representing a wide spread of ages and dress codes mingling among installations rich with references to The Observer's trademark pink paper. |
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PHOTO GALLERY |
 | Stacks of papers lined a wall near the entrance.
Photo: BizBash |
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 | Newspaper sales boxes stocked special editions made for the event with stories about the showcased artists, performers, and designers.
Photo: BizBash |
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 | Bundles of papers made for brand-friendly seating.
Photo: BizBash |
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Called "Location"—also the name of The Observer's real estate section—the paper's temporary entertaining headquarters at 21 Mercer Street will host a party for fashion label Ruffian tonight and a screening of a film by Susan Cianciolo on Friday, among its other festivities. Seventh House PR is helping with guest lists.
—Chad Kaydo
RELATED TOPICS
The New York Observer, Cushman & Wakefield
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