LOS ANGELES Samsung Mobile went on a high-profile launch event tour for its new Galaxy Note II, first taking the party to Skylight at Moynihan Station in New York and moving on to the Beverly Hills home of interior designer Kelly Wearstler for its West Coast swing on Thursday.
Samsung Mobile U.S.A.'s chief marketing officer, Todd Pendleton, oversaw the event program. Tony Schubert and Event Eleven produced it, making use of a three-day load-in to build an 80- by 40-foot tent on the home’s tennis court, where four custom-built activation pods allowed guests to interact with the new device. Celeb hosts paired with each station for a bit of extra star wattage amid the crowd of about 300.
Further opportunities for fan interaction with experts included face time with interior and fashion designer Wearstler, photographer Tyler Shields, chef Michael Voltaggio, and mixologist Sam Ross.
Toro y Moi and Kendrick Lamar served as the evening’s entertainment with Zen Freeman as the DJ.
By the pool, Event Eleven constructed a 20-foot round stage and built curved LED panels behind it to follow the contour of the pool house, showing custom graphics and imagery of the phone. In the blue carpet arrivals area, LED tubes bordered logos to comprise a custom press wall.