LOS ANGELES This year, Teen Choice Awards festivities revolved around much more than Sunday’s show, with satellite events kicking off earlier in the week. Yet regardless of when or where events occurred, organizers made sure to keep the show’s young demographic in mind, while still acknowledging the influential mom and dad potentially in tow.
Take Friday’s unofficial Teen Choice Celebrity Gifting Suite at the SLS Hotel produced by Red Carpet Events LA, which saw many sponsors gearing their offerings toward teen needs—think Dermalogica gifting its Breakout Clearing Kit—while also offering more age-neutral offerings, like the brand’s starter kits or Rock Your Hair products.
“Yes, you have the teens but then again, you have the agents or the managers that represents an adult celebrity, so there’s a fine line for us when it comes to picking and choosing [sponsors],” said Red Carpet Events LA C.E.O. Roger Zamudio. “We try not to take it to extremes and keep it in a safe spot.”
Similarly, Fox’s V.I.P. tent, which sat just beyond the award show’s red carpet—or rather, blue carpet—featured a chic and colorful design that could easily appeal to both young and mature guests alike.
YourBash’s Jaime Geffen and Brian Worley worked with Fox Creative Service’s Karin Pofsky to produce the tent, which gave talent, sponsors, network executives, and their families the opportunity to watch arrivals from the space. This year, as in the past six years they have worked on the tent, the team took the show’s surfboard award design, which changes annually, as the inspiration for decor.
“Typically the look has been very much a beachy feel because of the surfboard, but this year the design was inspired by the Pop Art feel of the design on the surfboard,” Worley said.
The result was an art-studio-like atmosphere, complete with an eclectic mix of furniture and framed sponsor logos amidst a background of art taken from the surfboard design. In a move that indulged younger guests, the space also featured a decadent dessert bar, as well as keepsake pillows that could easily transition from V.I.P. tent to teen bedroom.