Masculine Residential Style
One reoccurring design style seen at award season after-parties was a masculine, residential-style look, featuring deep-buttoned leather sofas, potted kentia palms, and muted color tones of chocolate, copper, and gold. Case in point: For AMC’s Golden Globes party, held in the Stardust Room at the Hilton, Benarroch Productions created a sleek, upscale environment meant to feel like a retro-style club.
Photo: Line 8 Photography. All rights reserved.
Indian-Themed Events
Bollywood-inspired themes surrounded Grammy events—a style that already has caught on at events around the country. The Recording Academy's official after-party (pictured), held at Los Angeles Convention Center and produced by Along Came Mary Productions, had a Bollywood-inspired theme with entertainers, dancers, acrobats, projections, elevated lounges, and design evocative of the world of Indian films. For the Grammys Special Merit Awards, 15/40 Productions took its cue for the lighting from the Recording Academy's invitation, which displayed an intricate henna-like pattern.
Photo: Line 8 Photography. All rights reserved.
Stylized Tents
Several events brought decorative tents inside venues to house seating groups and bars. The Recording Academy’s Grammy after-party had colorful, Indian-themed tents, and at Cash Money Records’ Las Vegas-themed pre-Grammy party (pictured), Colin Cowie set up a section of black-and-white Hollywood Regency-style cabanas as lounge areas.
Photo: Colin Miller
Art Deco Details
Spotted everywhere from AMC’s Golden Globes party to the Architectural Digest greenroom at the Academy Awards (inspired by the 1934 film The Thin Man), bold, Art Deco-style accents were big. The stage at the Screen Actors Guild Awards (pictured) was meant as a contemporary interpretation of the Streamline Moderne style of the 1930s, with design elements such as vertical steel tubing that evoked the organ pipes from vintage movie theaters.
Photo: James Sequenzia
Red Roses
The crimson blooms continued their big comeback at award season events. Red roses popped up on the tables at the Golden Globes, at W and Guess’s pre-Golden Globes party, at Essence and Target’s pre-Black Women in Hollywood Oscars dinner, and in the Godiva-sponsored lounge (pictured) adjacent to the In Style and Warner Brothers’ Golden Globes party, for which Abel McCallister created several rose-petal-covered walls.
Photo: Nadine Froger Photography
Retro Patterned Motifs
Several events incorporated abstract, geometric patterned textiles reminiscent of the 1960s, most notably HBO’s Golden Globes party. Longtime collaborator Billy Butchkavitz designed a look that took its inspiration from the patterns on the stone mosaic walkways of Copacabana in Rio de Janeiro, which turned up on everything from the upholstered walls and furniture to 12-foot-long dangling display cases.
Photo: Gabor Ekecs
Heavy Draping
To give the tents a more luxurious feel, many events covered the ceilings in heavy draping. At People and Entertainment Industry Foundation’s official SAG after-party, held just adjacent to the Shine Auditorium, Tony Schubert of Event Eleven designed a rich, romantic setting evocative of the Deco era using draped fabric panels from Crdzines Inc.
Photo: Nadine Froger Photography
The Q
Inside the EventStar tents, gigantic white LED fixtures projected multicolored spirals onto the walls in a treatment from Designs by Sean. The festival's kickoff event, a barbecue-focused affair hosted by Paula Deen and her sons Jamie and Bobby, saw a strong focus on sponsored lounges. Godiva’s dessert lounge provided truffles and cobbler, along with seating at low tables with white couches.
Photo: Madison McGaw/BFAnyc.com
The Q After Dark
The topiary "Q" from an earlier event's step-and-repeat became a platform for Cirque du Mansion aerialists and entertainers during the Q After Dark.
Photo: Angela Pham/BFAnyc.com
Godiva Indulge
For Godiva's Friday-night dessert party, host Duff Goldman from the Food Network's Ace of Cakes created a multilayer, Art Deco cake in pink, teal, and brown shades. Goldman served up three varieties of cake for guests to nosh on, along with three truffles he created from Godiva chocolate.
Photo: Elizabeth Renfrow for BizBash
Godiva Indulge
Chai s’mores from Janna Wardle of BLT Steak were an innovative and eye-catching creation.
Photo: Elizabeth Renfrow for BizBash
Godiva Indulge
As a clean way to add branding to the event, Godiva projected its logo onto the Highbar pool at Dream Hotel.
Photo: Elizabeth Renfrow for BizBash
Guy Fieri's Reggae Jam With Ziggy Marley Live
Reggae scion Ziggy Marley performed for the official closing party at the Ritz Carlton South Beach. The musician also used the opportunity to introduce his Ziggy Marley Organics line of the flavored coconut oils and roasted flavored hempseeds. Panache provided rentals.
Photo: Carly Otness/BFAnyc.com
South Beach After Dark
The Cosmopolitan of Las Vegas hotel headed east to host the South Beach After Dark after-party Saturday at Estiatorio Milos. The hotel's mixologists created cocktails for the event including First Crush, which mixed Grey Goose la Poire, St. Germain, Kim Crawford Sauvignon Blanc, rosemary-infused honey syrup, and lemon juice.
Photo: Alex Markow
Amstel Light Burger Bash
Amstel Light again sponsored the Burger Bash, which saw Bobby Flay win the People’s Choice award—which Michael Symon had won the previous three years. Flay served a green chile cheeseburger topped with potato chips.
Photo: Carly Otness/BFAnyc.com
Grand Tasting Village
Evian's #EvianEats photo activation—which invited guests to "live young"—was a popular first stop in the center of the first tent for the festival's Grand Tasting.
Photo: Elizabeth Renfrow for BizBash
Grand Tasting Village
Celebrity Cruises partnered with Badia to create a make-your-own-rub station.
Photo: Elizabeth Renfrow for BizBash
Grand Tasting Village
Transitions Optical built its own tent, which featured a rooftop with viewfinders for guests to enjoy ocean views and a photo shoot inside with Robert Irvine. The company also offered gelato samples and an area to try on lenses and frames.
Photo: Elizabeth Renfrow for BizBash
Grand Tasting Village
Goya chefs cooked meatballs inside an open Airstream trailer kitchen.
Photo: Elizabeth Renfrow for BizBash
Grand Tasting Village
Jelly Belly offered cocktail-inspired flavors in sample cups.
Photo: Elizabeth Renfrow for BizBash
Sears Outdoor Living Lounge
Guests could relax at the Sears Outdoor Living lounge, which was open for several events during the festival. The company's Lighted Patio collection served as decor inside the lounge, along with the Kenmore Elite grill line. Sears produced the event in house.
Photo: Aaron Bristol for Sears
Thrillist’s BBQ & The Blues
Hosted by chef Geoffrey Zakarian at Eden Roc Renaissance Miami Beach, Thrillist's event once again brought chefs and foodies together for meat and music. The Eden Roc's in-house restaurant, 1500 Degrees, created barbecue beef brisket tamales with pickled Swank Farms pepper salsa.
Photo: Kat Goduco
Thrillist’s BBQ & The Blues
Jeremiah Bullfrog of Freehand offered short rib hot dogs.
Photo: Kat Goduco
From top: To keep up the energy at its annual powwow for industry pros, John Paul Mitchell Systems—with help from Stoelt Productions—set up an attention-getting yellow space to introduce its new men’s brand, Mitch, in 2011; the 2012 Breeders’ Cup kicked off at a purple-hued Halloween-night reception with a mysterious masquerade theme; a wall of oranges served as the backdrop to the juice bar at the J.C. Penney launch of the Joe Fresh Kids Collection, injecting the brand’s fun signature color into Times Square last summer; event designer André Wells mixed blues and teals for a classic look at the BET Honors dinner in 2010; JesGordon/ProperFun used the color of LOVE—which is also the host brand’s logo color—at Purina Chef Michael’s “Be My Valentine” Doggie Dinner Party in 2010.
Photos: Vero Image (yellow), Nadia Chaudhury/BizBash (orange), Andre Maier (red), Tony Brown/imijphoto.com for BizBash (all others)
Red: Passion, Love, Power, Excitement, Strength, Anger, Intensity
Cheryl Cecchetto of Sequoia Productions executed the “romantic rhapsody in red” theme at the 2012 Emmys Governors Ball in Los Angeles with a giant rose concept and copious amounts of the color.
Photo: Nadine Froger Photography
Red: Passion, Love, Power, Excitement, Strength, Anger, Intensity
Stoelt Productions upped the excitement for the 2012 Clio awards after-party at New York’s American Museum of Natural History by flooding the event with red lighting.
Photo: Christophe Wu
Orange: Fun, Warmth, Confidence, Flamboyance, Friendliness
The 2012 Pencer Brain Trust Gala in Toronto used flamboyant orange hues to support its edgy, rock theme.
Photo: Emma Mcintyre for BizBash
Orange: Fun, Warmth, Confidence, Flamboyance, Friendliness
Even cocktails at the 2012 Pencer Brain Trust Gala were infused with the color.
Photo: Emma Mcintyre for BizBash
Yellow: Hopefulness, Cheer, Optimism, Energy, Positivity
Billy Butchkavitz’s design inspiration at HBO’s 2009 Golden Globes party in Los Angeles came from the colorful “emotional architecture” style of Luis Barragán and vintage ’60s textiles. Butchkavitz washed restaurant Circa 55 and the adjoining pool area at the Beverly Hilton in a banana yellow animal print.
Photo: Gabor Ekecs
Yellow: Hopefulness, Cheer, Optimism, Energy, Positivity
Torches floated on lily-pad-like structures in the Beverly Hilton's pool, which reflected yellow decor elements from HBO’s 2009 Golden Globes party.
Photo: Gabor Ekecs
Green: Nature, Health, Renewal, Growth, Healing, Harmony
Lush canopies of natural greenery popped against neon green Lucite tabletops at the Museum of Modern Art’s 2013 Party in the Garden benefit in New York.
Photo: Nadia Chaudhury/BizBash
Green: Nature, Health, Renewal, Growth, Healing, Harmony
At the Greater Washington, D.C., chapter of the National Association for Catering and Events’ annual fund-raising gala in 2012, the Emerald City Lounge was aptly colored and had an eerie feel.
Photo: Evelyn Alas
Blue: Peace, Trust, Dependability, Calm, Intelligence
Blue lighting and sequined tablecloths made for a striking look at Ronald McDonald House Toronto’s holiday season gala in December 2012.
Photo: George Pimentel for Ronald McDonald House Toronto
Purple: Royalty, Luxury, Creativity, Spirituality, Wealth
Event planner André Wells designed the 2010 Washington Ballet ball around the gala chair’s favorite color. Nearly every shade of purple was used in event, dubbed the “Purple Rain Ball.”
Photo: Tony Brown/imijphoto.com for BizBash
Purple: Royalty, Luxury, Creativity, Spirituality, Wealth
Spoons of Eastern Shore crab were passed on lavender serving trays at the 2010 Washington Ballet ball.
Photo: Tony Brown/imijphoto.com for BizBash
White: Purity, Innocence, Empowerment, Goodness, Cleanliness
More than 1,200 guests donned white garb for the fresh concept of Dîner en Blanc’s flash-mob-style dinner in New York in 2011.
Photo: Mark Addison
White: Purity, Innocence, Empowerment, Goodness, Cleanliness
At UrbanDaddy and Stoli’s launch event in New York in 2012, a pure white room was later transformed into a playful and colorful space as guests painted on the walls and lighting projections filled the room.
Photo: Carolyn Curtis/BizBash
Black: Authority, Power, Mystery, Drama, Sophistication
At Marc Jacobs’s final show for Louis Vuitton at Paris Fashion Week in October 2013, a set filled with escalators, a fairground carousel, a fountain, and more was rendered in all black.
Photo: Courtesy of Louis Vuitton
Black: Authority, Power, Mystery, Drama, Sophistication
Inspired by the “power of the press” shown in season 2 of The Newsroom, designer Billy Butchkavitz used a black-and-white newsprint palette for the show’s 2013 premiere party in Los Angeles.
Photo: Gabor Ekecs
Last year, Hermès threw a beachside bash known as “Les Jeux d’Hermès,” or Hermès games, with oversize jewelry installations, models on trampolines, and a branded ringtoss. Balloons wrapped in Hermès silk scarf prints stood at the entrance.
Photo: Matthew Carasella
To disguise the concrete barricade, Hermès added mirrors to the entire stretch of a lower beach wall, reflecting the activities and sights on the sand.
Photo: Matthew Carasella
A seven-foot sandcastle heralded the start of a major residential construction project in Miami last year. Aria Development Group celebrated the groundbreaking of its luxury condominium, 321 Ocean, with a ceremony for city officials, buyers, and friends and family. Guests gathered around the sandcastle—a whimsical replica of the forthcoming property—for a toast, then headed to nearby restaurant Estiatorio Milos for a reception.
Photo: Jose Larrotta
Victoria’s Secret Pink's Spring Break Beach Party took place in Destin, Florida, in March, decorating the sandy locale with customized surfboards and offering a juice bar, giveaways, dance challenges, and music from DJ Irie.
Photo: Don Juan Moore/Getty Images for Victoria's Secret
The Model Beach Volleyball Tournament returned to South Beach for the fifth year in February. The free public competition drew coed teams from modeling agencies in Miami for the two-day event, which saw models dressed head to toe by sponsor Wildfox Couture. Organizers even worked the clothing company's logo into the design of the tournament's net.
Photo: George Martinez
In 2009, Mattel celebrated Barbie's 50th anniversary with a bash for 200 in Los Angeles. Playing off the Malibu Dream House toy—a coveted accessory for the iconic doll—organizers picked a real-life beach house on Pacific Coast Highway and went wild with full-size incarnations of the doll's tiny treasures and pleasures. With the beach as a backdrop, guests picked up signature drinks such as Barbie Doll-icious, Ken's Caiprirosca, Strawberry Blonde, and It's a Pink Thing from an alfresco bar.
Photo: Line 8 Photography. All rights reserved.
For the Louis Vuitton Charlotte Perriand V.I.P. dinner during Art Basel last year, the luxury brand set up an alfresco table right on the beach. The event had a chic, minimalist look with glowing orbs hanging overhead.
Photo: David Atlan
The iHeartRadio Ultimate Pool Party drew more than 2,500 people for daytime and evening concerts at the Fontainebleau Miami Beach hotel last year. Among the eye-catching details was an armchair made of ice, with the Visit Florida hashtag and sunglasses frozen inside.
Photo: Courtesy of Visit Florida
In 2011, the Wolfsonian-Florida International University honored architect Rene Gonzalez with an intimate dinner on the beach. The 48-person affair was planned by Jose Zaldivar of Fiction Events, who covered the tables with burlap cloth and driftwood.
Photo: Sonja Garnitschnig
At Cosmopolitan en Español’s beach bash at Nikki Beach last June, burlap gift bags stocked with fashion and beauty products had the feel of a beach-day carryall.
Photo: Nicolas Stipcianos
In 2009, Yelp lured New Yorkers to an urban beach bash with promises of cocktails, barbecue, and activities. Held at the now-closed Water Taxi Beach in Long Island City, the event also offered handheld fans and misting stations to keep attendees cool.
Photo: Entwined Studios
In 2007, Boost Mobile's barbecue at the pop-up Polaroid Beach House in Malibu offered surf lessons on the beach in front of the property.
Photo: Alesandra Dubin/BizBash
When Cosmopolitan brought more than 700 bikini-clad locals, tourists, and spring breakers to Miami Beach for a stunt in 2009, the magazine created a station for guests to get sunscreen applied by shirtless male ambassadors. The concept was tied to Cosmopolitan's "Practice Safe Sun" campaign.
Photo: Mitchell Zachs for BizBash
Fox's Television Critics Association party at Los Angeles's Gladstone's in 2011 took full advantage of the beachy Malibu location. The press wall—a powder-coated steel frame and cable with a grid of floating Fox logos—allowed the beach and ocean behind it to become a part of the photo backdrop.
Photo: Mark Davis
The CW took over a Malibu lot on 300 feet of Pacific Ocean frontage for a 2008 premiere party for 90210, where an illuminated sign of the show's name provided a focal point and directed attention to the ocean views.
Photo: Joel H. Mark
At the opening party for Delta Air Lines Global Sales Conference in 2011, American Express provided white flip-flops marked with its blue logo. As the 850 guests made their way through the party set up around the Walt Disney World Swan and Dolphin’s pool and beach, the sandals left imprints of the brand's name in the sand.
Photo: Kayla Hernandez for BizBash
In 2011, Victoria’s Secret Pink took over Miami's Lummus Park for its Pink Nation Beach Bash. There, guests had the chance to spin the wheel to win Pink-branded giveaway items.
Photo: WorldRedEye.com/Courtesy Victoria's Secret
The 2008 launch of Wonderwall, surfer Laird Hamilton's surf and skate apparel collection with Steve & Barry's stores, was held at L.A.'s Paradise Cove beach, where a white picket fence on the technically public beach contained the intimate event.
Photo: Alesandra Dubin/BizBash
