Sleepwear-clad girls flocked to Pier 54 for the “world’s largest pajama party” thrown by Victoria’s Secret to celebrate a new line of loungewear from its Pink collection. Nearly 3,000 people—who learned of the event through emails, street teams, and flyers given out at stores—crowded onto the Hudson River Park pier that was decked out in pink colors for free food, drinks, a live performance from Ashlee Simpson, and a screening of Pretty in Pink.
Sara Tervo, director of public relations for Victoria’s Secret stores, worked with Tony Berger of Relevent and Lisette Sand-Freedman from Alison Brod Public Relations to produce, design, and manage the event.
The event, originally slated for Bryant Park, switched its location to Pier 46 to accommodate a growing guest list. Later, the event grew even more, and coordinators “got nervous about capacity and wanted…to accommodate a large crowd,” Tervo said, and therefore finally settled on Pier 54. To notify the public of the move, the company sent out email blasts and used street teams to hand out new invites. Additionally, a sign posted at Pier 46 informed people of the new location. In the end, the move turned out to be beneficial, considering the number of attendees. “We saw it as the world’s largest PJ party [that] just got bigger,” Tervo said.
Pink and girly decorations included three larger-than-life-sized versions (two made of fiberglass and one inflatable) of Pink’s signature dog; smaller, stuffed dogs decorated the pier as well. Comfortable lounge areas consisted of white couches, pillows, and inflatable chairs. A tent along one side—designated for V.I.P. guests who included Jamie-Lynn Sigler, Jesse Metcalfe, and Project Runway’s Diana Eng—had bright pink carpeting (contrasting the green Astroturf in other areas), pink lights from Acolyte dangling from the ceiling, large white cushions used as seats, and pink and white pillows.
Set up at the end of the pier was a large stage decorated with oversized candelabras, a winding staircase on either side, and a video screen hung high in the center (used later for the film screening)-all part of the traveling stage for Simpson's tour.
To promote the MTVU Girls That Rock Tour, a partnership between Victoria’s Secret and MTV’s 24-hour college network, a truck with four computer stations invited attendees to fill out personal information to enter a competition to guest as a VJ on MTVU, or win one of the two customized Hummers displayed at the event.
Refreshments included candy such as bubble gum-flavored Pop Rocks, Atomic FireBalls, and Sweet Tarts, and Vitamin Water representatives passed out kiwi-strawberry-flavored (and pink-colored, natch) drinks from the bottled water company. Two bars in the V.I.P. tent served cocktails mixed with Pink, the caffeine-infused vodka from Holland (one of three alcohol sponsors for the night—others included Budweiserand Cointreau).
Photos: JJ Ignotz for BiZBash (lounge area, Hummers, stage), Jeff Thomas/Image Capture (pier, entrance banner, Ashlee Simpson)
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