Entertainment Weekly, a half dozen of its advertisers, and a thousand or so of the magazine's closest friends jammed Crobar despite a summer downpour to celebrate the magazine's Must List issue. Sean "P. Diddy" Combs was slated to perform but bailed out at the last minute. Fortunately, Kid Rock was waiting in the wings to, as his name implied, rock. EW associate director of special events Sheila Kelly and Avi Adler collaborated to produce the event.
Because EW's annual party for the Must List (known as the It List in past years) is largely a celebration of the magazine's advertisers, and because Crobar itself has already invested heavily in interior design, the magazine didn't bring in too much decor. "It was about the entertainment and the clubby experience," said Adler's partner, David Stark. "It was much more about the stage and Kid Rock, and about Entertainment Weekly branding—through lighting, custom-made pillows and napkins, and other structures we made with the logos of sponsors."
For Motorola, Adler invented structures dubbed "Moto Pods"—retro phone booths refitted with soundproofing and Motorola phones from which guests could serenely make calls. Adler also created displays for Ray-Ban and curving towers made of cans of Coca-Cola's new mid-calorie soda, C2.
Creative Edge Parties served a menu that veered toward summer cookout and comfort food fare, which so far has been the theme of the season—miniature hamburgers, french fries, macaroni and cheese and more. "There's sort of a necessity at these events that cross over dinnertime to have enough substantial food that people don't get wasted," said Stark, explaining the menu. "But definitely, it's time to start thinking of something else."
—Greg Lindsay
Photos courtesy of Entertainment Weekly
Read our coverage of last year's Entertainment Weekly It List party...
Because EW's annual party for the Must List (known as the It List in past years) is largely a celebration of the magazine's advertisers, and because Crobar itself has already invested heavily in interior design, the magazine didn't bring in too much decor. "It was about the entertainment and the clubby experience," said Adler's partner, David Stark. "It was much more about the stage and Kid Rock, and about Entertainment Weekly branding—through lighting, custom-made pillows and napkins, and other structures we made with the logos of sponsors."
For Motorola, Adler invented structures dubbed "Moto Pods"—retro phone booths refitted with soundproofing and Motorola phones from which guests could serenely make calls. Adler also created displays for Ray-Ban and curving towers made of cans of Coca-Cola's new mid-calorie soda, C2.
Creative Edge Parties served a menu that veered toward summer cookout and comfort food fare, which so far has been the theme of the season—miniature hamburgers, french fries, macaroni and cheese and more. "There's sort of a necessity at these events that cross over dinnertime to have enough substantial food that people don't get wasted," said Stark, explaining the menu. "But definitely, it's time to start thinking of something else."
—Greg Lindsay
Photos courtesy of Entertainment Weekly
Read our coverage of last year's Entertainment Weekly It List party...