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5 Offbeat Venue Choices

These events used unusual locations to grab attention.

July 25, 2005, 12:00 AM EDT

The Rolling Stones announced their latest world tour from the outdoor balcony of the Juilliard School.

Stones Use Balcony as Stage
The Rolling Stones announced their latest world tour—called, fittingly, “Rolling Stones on Stage”—with the bravado expected of one of rock’s biggest, most enduring acts. Playing before members of the international media, executives from the band’s label, Virgin, and several hundred fans, Mick Jagger and the boys kicked off a press conference with a 15-minute performance from the outdoor balcony of the Juilliard School. Tour promoter TGA Entertainment looked to Event Resources to produce the event (they did the U2 album-release concert in Dumbo in November, after all). Event Resources masked the balcony with a large curtain from Production Resource Group, which was pulled away to reveal the aging—but nonetheless energetic—Stones.Mark Mavrigian

Hotel Puts Beds in Bryant Park
For some people, it’s hard to turn down an invitation to breakfast in bed, even if you have to go to Bryant Park to get it. Westin Hotels & Resorts invited journalists to a breakfast to promote its new partnership with Nordstrom, which will be selling the Heavenly Bed mattresses the hotel chain uses. Following the breakfast, the event turned into a public white sale of beds and bedding, with proceeds going to the Fresh Air Fund. “We wanted to take over a public place in Manhattan with the big signage and beds,” said Nadeen Ayala from Westin parent Starwood Hotels & Resorts Worldwide, “and create this beautiful environment for the Westin and Nordstrom brands.”Suzanne Ito

Strip Club Hosts Underwear Launch
When designer Nicole Miller launched her first line of lingerie, she wanted to unveil the underwear on real women—not fashion models, that is—so she chose Scores West Side and its selection of busty ladies. And rather than strutting down a catwalk, the women performed their usual repertoire of moves, reflecting the flirty and fun nature of the line, which features corset tops, bras, camisoles, and underwear with lacy and leopard-print patterns. Anna Sekula

Dyson Launches New Vacuum in Giant Sphere
For the launch of Dyson’s latest line of vacuum cleaners, EventQuest constructed an 80-foot sphere in a privately owned, open patch of ground opposite Lincoln Center. FTL Design Engineering Studio used the innovative design of the new vacuum (an upright model with a ball instead of conventional wheels at the base for improved maneuverability) as inspiration, and EventQuest spent five days building and installing the inflatable location—an air-locked chamber that included a showroom and a 360-degree cinema (a ball within the ball). Not only did the four-day event showcase the technology behind James Dyson’s invention, but the public was able to test the model in an obstacle course of curved walls and randomly placed metal poles. —A.S.

JFK Terminal Hosts Bombay Voyage Party
As part of its initiative to preserve its up-market image by forming relationships with furniture, graphic, architectural, and industrial designers, Bombay Sapphire unveiled an Yves Behar-designed chandelier called “Voyage” at its new home in John F. Kennedy International Airport’s Terminal 4. A division of Bacardi (Bombay’s parent company) targets travelers, and has hosted a series of events in airports in Barcelona, Singapore, and London, among other cities. For this promo, Medoff Inc., Deussen Global Communications, and JFK commercial director Carol Fish created elegant and simple lounges in the terminal’s fourth-floor departure hall. —A.S.

Photos: Courtesy of Nicole Miller; Courtesy of EventQuest (Dyson); Patrick Butler (Bombay Sapphire)

Posted 07.25.05

This story originally appeared in the August/September 2005 issue of the BiZBash Event Style Reporter.

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