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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