| EVENT REPORT 11.01.07 3:09 PM |
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| LG Electronics Media Event Shines |
| The cell phone company unveiled its new LG Shine phone series during a glittering launch party at Birks' Yorkville store. |
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Coveted phones met precious stones when LG Electronic Canada introduced its new line of mobile handsets at Birks’ flagship store in Yorkville. The electronics company tapped High Road Communication to plan the unveiling of the high-end LG Shine, which features a stainless steel body and oversized viewing screen.
With a nod to the fashionable event that would follow, an army of valets from Gatsby Valet clad in black hats, pea coats, and yellow ties greeted arriving partygoers at the busy intersection of Yonge and Bay Streets. A temporary awning on the sidewalk covered the red-carpeted entrance to the posh jewellery store. A poster of sponsor logos formed one wall of the partially enclosed walkway. Infinite Media supplied a photographer, who snapped pictures of guests posing like Hollywood celebrities on the red carpet in front of the poster. Off to the side, floodlights lit a gleaming Ducati motorcycle, on loan from Rev Cycles. Before entering, guests submitted to an invitation check by burly clipboard-clutching doormen from Homewood Securities. |
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PHOTO GALLERY |
 | Westbury Rentals supplied the awning and red carpet outside of Birks´ flagship store in Yorkville for LG Electronics media launch of its new LG Shine cell phone.
Photos by: BizBash |
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 | This gleaming Ducati Motorcycle on loan from Rev Cycles attracted plenty of attention.
Photos by: BizBash |
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 | A photographer from Infinite Media snapped pictures of arriving guests on the red carpet in front of a post of sponsor logos.
Photos By: BizBash |
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 | DLE caterwaiters passed Daniel et Daniel hors doeuvres such as julienne of enoki mushroom and vegetable bundles.
Photos By: BizBash |
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 | LG Electronics unveiled a dazzling diamond-encrusted LG Shine phone and companion phone charm with a combined value of $30,000.
Photos By: BizBash |
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Inside, large flower arrangements created by Dianne Muramoto of Four Seasons flanked the doorway. Smaller arrangements of white flowers in mirrored vases sat atop display cases throughout the show room. DLE caterwaiters, dressed head to toe in black, greeted guest with champagne, sparkling water, and a special martini dubbed the Shine. Bartenders behind counters covered by black cloth on either side of the room mixed the martini, which contained Smirnoff vodka, simple syrup, and fresh squeezed lemon juice.
Downstairs, DJ Andrew Reid of Nocturnal Events spun loungy house music as guests perused Birks’ new line of Citique jewellery. Westbury National Show Systems supplied the sound system, while Daniel et Daniel Event Creation and Catering provided hot and cold hors d’oeuvres such as julienne of enoki mushroom and vegetable bundles and Brie and tomato tart.
Before the product reveal, glamorous models appeared carrying LG Shine phones and wearing pendants, earrings, bracelets, and rings from the Citique collection. A spokesperson for LG Electronics exhibited the new phones to the applause of the crowd. The highlight of the product reveal was the unveiling of a dazzling, diamond-encrusted LG Shine phone and companion phone charm, with a combined value of $30,000.
Later, guests lined up to have photographer Derrick Vanderkolk of Chameleon Imaging take their pictures with a diamond waterfall necklace, reportedly worth $395,000.
“Our ambition was to create an event that would become a memorable experience for our guests without compromising the primary goal of launching the LG Shine phone,” said Frank Lee, public affairs manager with of LG Electronics.
—Lonny Knapp
RELATED TOPICS
LG Electronics, Birks
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