Aston Martin's Manly, Minimalist Look

April 2, 2002, 12:00 AM EST

Mike O'Driscoll, president of North American operations of Aston Martin/Jaguar/Land Rover, spoke to guests at the launch party for the Land Rover Discovery 2003, where Avi Adler's spare decor included large arrangements of flowering dogwood branches.

Aston Martin/Jaguar/Land Rover launch party for the Land Rover Discovery 2003 Eyebeam Atelier Tuesday, 03.26.02, 7 PM to 10 PM
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The Aston Martin/Jaguar/Land Rover launch party for the Land Rover Discovery 2003 made appropriate use of Eyebeam Atelier. The huge, minimalist space served as a swank, sexy garage for the five luxury vehicles that were on display a few days before the big New York International Auto Show opened at the Javits Center. (In addition to the new Land Rover Discovery, a Jaguar Coupe and an Aston Martin Vantage DB7 were there.)

With the spotlight literally on the cars, designer Avi Adler kept the d?cor theme spare, masculine and outdoorsy. Huge bunches of flowering dogwood branches spilled from metal containers, and plush burgundy ottomans and glass coffee tables were interspersed throughout the room. Votive candles in dark green glass holders created an intimate glow.

“They wanted a sexy New York party that had beautiful d?cor and that also kept in mind the fact that people were there to see the cars,” said Lindsay Rubin, of event production company Swell Productions.

Servers prepared food for guests at serving stations that used long, rectangular blocks of stainless steel. The hors d'oeuvres, according to Tentation's director of sales, Carl Dean Hedin, were designed to be “substantial comfort food--but interesting.” One station served chicken with Madeira sauce, mashed taro root, and green beans; another had pasta with wild mushrooms, peas, pearl onions and white truffle oil garnished with a sage leaf-encrusted potato chip.

It was hearty fare for the mostly male crowd--many of whom puffed away on the gift bag cigars and climbed inside the cars with drinks in hand. Perhaps they were secretly hoping a “You spill in it, you buy it” rule applied.

--Erika Rasmusson

See our coverage of Adler's work in this space for the Harper's Bazaar relaunch...

See our coverage of a Reebok party in this space...

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