room decor

For Essence's sixth annual pre-Oscar award luncheon, Candace Purdie Montgomery worked with Caravents to drape the Beverly Hills Hotel in a rich palette of gold, black, and slate blue, reflected in the ballroom, lounge, custom linens, screen graphics, and lighting effects. A recurring motif of ornate gold frames decked the space, from the press wall to sponsor integrations in the lounge to the stage set. For the first time, the table configuration included a mix of round and rectangular tables, making the room feel larger.

The night prior to the Black Women in Hollywood luncheon, Essence took to Spago where Caravents produced an intimate dinner hosted by Target, the luncheon's new sponsor. In an ode to the brand, bold logos decked oversize floor vases.

Large-scale, 25- by 12-foot screens (more than double the size of screens in years past) flanked the stage, a look, with the use of edge blended projectors, that was designed to "immerse guests in classic, iconic imagery," according to Caravents' Cara Kleinhaut. The displays rotated images of the honorees with specialized graphics, sponsor logos, and Imag video from five cameras within the room.

Honoree Oprah Winfrey, with students from her leadership academy, drew a frenzy on the arrivals carpet and brought the house down on stage. But did her presence attract additional sponsor dollars? Not especially, said Purdie Montgomery: "We are 70 percent confirmed before we even share our honorees. Additionally, most of them are returning partners of two years or more."