| EVENT REPORT 03.07.06 |
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| Us Weekly Offers Oscar Night Alternative |
Along with corporate sibling Rolling Stone, the mag targeted a younger crowd with loud music, Chinese food, and a pool table.
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| FROM LOS ANGELESThink of Us Weekly and Rolling Stone magazines' "Oscar Rocks" party as the card table set up for the kids adjacent to Elton John's main table for grown-ups. Although the Oscar night parties shared the same venue—the Pacific Design Center—this one was a more relaxed, hipper environment where stars could party just like Us. And they did: the new-to-the-scene party pulled the likes of Ludacris, Nia Long, Chris Kattan, Carmen Electra, and the whole nuclear Hilton family. |
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Us senior events marketing manager Gina Schramm worked with Kimberly Krouse of Toast to produce the upstart event, which featured a pool table with the magazines' logos on its felt top and lounge seating from Greenroom in chic animal prints and white. Throughout the space and behind the bars, magazine covers in heavy, gilded frames decked the walls. Guests nibbled on proletariat hors d'oeuvres like Chinese food in take-out cartons and tortilla chips at the bar.
Befitting a party Krouse described as "more young Hollywood bash than standard Oscar party," the music was loud and nonstop: DJ's AM, Homicide, and Joel Madden spun a mostly hip-hop mix that blared on speakers inside and outside on a patio dotted with red cabanas, under giant projections of the magazines' logos on the building's brightly colored façade.
—Alesandra Dubin
Posted 03.07.06
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