By Rosalba Curiel Posted August 19, 2008, 10:31 AM EDT
LOS ANGELES Guests at Thursday night’s Pinkitude clothing line launch party had the opportunity to peruse new merchandise from MGM’s consumer products division, as well as Microsoft’s Zune L.A. pop-up property—that is, if they were lucky enough to find a parking spot. Less than 45 minutes after the event started, valets turned guests away, advising them to find a space on the already-packed streets, or to travel 220 feet down Beverly Boulevard to try their luck at Jar restaurant, where an irate attendant refused to accommodate anyone who wasn’t dining at the venue.
Those who made it inside found the Zune space (which launched this summer with plans for a three-year run) awash in pink lighting and decorated with pink paw-print gobos, a nod to MGM’s Pink Panther character, who inspired the Pinkitude line of clothing and accessories. Mega Marketing and Media’s Yvonne Leung, who worked with MGM executive director of worldwide retail development Warren Schorr, had to submit a formal bid to hold the event at the venue, which operates as an office space for Microsoft executives during the day, and hosts about five to six events every month.
Leung lined the lobby area with shelves and mannequins displaying the Pinkitude line, giving guests the opportunity to preview the merchandise before it went on sale on Saturday at the new fashion label’s pop-up store on Melrose. A percentage of product sales will benefit Susan G. Komen for the Cure. “Our goal was to do something socially responsible with the Pink Panther and memorable at the same time,” Schorr said. “There’s little education about breast health among the 18- to 34-year-old demographic, and that happens to be the same group that we are trying to attract with the line, so it was a perfect partnership.”
Giant Pink Panther plush toys sat alongside the shelves, and on lounge furniture in a V.I.P. balcony area overlooking the main room, where guests posed for pictures with cardboard cutouts of the colorful cat. Animated Pink Panther footage played on a loop on a screen in the main room, located behind a stage where DJ Spinderella spun.