Super Hero Theme

With a guest list of more than 3,000 high-profile philanthropists, the Robin Hood Foundation used a large portion of the Javits Center's south entrance hall for check-in.

Rather than arrange the check-in tables alphabetically this year, the foundation employed IML's technology for automated guest registration. At each station, staffers were able to mark who had arrived and upload guest information to the cards used for donations through the IML devices.

Switching from last year's circular tunnel, the entrance to the cocktail area was triangular, a nod to the arrowhead-shaped emblem and superhero theme of the event. Verbs key to the organization's mission splashed across the walls.

Animated graphics displayed on the video screens throughout the highlighted important information about New Yorkers in need of food, shelter, and education.

The centerpiece of the cocktail section was an enormous sign depicting the event's arrowhead symbol and tagline. Oversize illuminated arrows pointed outward from this point, guiding guests to sections themed around the issues the foundation works on.

The different sections of the cocktail area held different displays. For instance, one corner was dedicated to homelessness, and highlighted by facts and figures such as "38,000 without a home tonight."

The whimsical look, which included a star-shaped bar, was designed to empower the foundation's donors and illustrate the importance of their contributions.

The comic-book-style cartoons continued in the dining room, decorated in Robin Hood's green color scheme.

Flower-free centerpieces showed more superhero images and served as holders for IML's devices.

NBC Nightly News anchor and Robin Hood Foundation board member Brian Williams hosted the evening's program. Like other presenters, the TV personality's appearance on stage was accompanied by an animated superhero version on-screen.

The producers once again used IML devices to solicit donations from guests during the dinner program. In total, the gala raised $47.4 million.

To emphasize its new program to provide aid to New York City's veterans and their families, Robin Hood brought Kid Rock and 300 uniformed military personnel to the stage to perform "Care."

The contest hosted by Lady Gaga and Robin Hood allowed the public to vote for one of five charities targeting local youth. The winner, SCO Family of Services, was announced at the gala and the performer presented the first of two $500,000 grants at the event.

A full-length concert from Lady Gaga followed the dinner. The foundation offered fans the opportunity to win tickets to the performance through its Facebook page.

As part of the Smirnoff Experience series of events in 2010, Mosaic Experiential Marketing placed graphic illustrations in the windows of Toronto's Andrew Richard Designs. The illustrations depicted comic book characters arriving at a party, mimicking the arrival of guests on the red carpet.

In 2008, the Metropolitan Museum of Art's Costume Institute staged an exhibition timed around the release of The Dark Knight titled "Superheroes: Fashion and Fantasy," which served as the design springboard for its preview gala. With the help of the movie's set designer, Nathan Crowley, the planners placed 20-foot-tall statues of superheroes the museum's Great Hall.