I.B.M. used real moss in 18- by 18-inch hanging boxes and draped from trellises to create a unique frame for its large booth. A spokesperson said the design is intended evoke a feeling of life and health. The booth also has large photos of I.B.M. clients and partners displayed atop touch-screen monitors showing videos from those people talking about how they have benefited from I.B.M.’s health technologies. The booth was designed in partnership with agencies George P. Johnson and Ogilvy, with moss provided by Planted Design.
Philips has created a small theater in its booth where it is hosting 21 educational presentations, most led by external thought leaders. The company is also live-streaming some of the sessions using Periscope Producer, which launched in October to give brands a way to stream high-quality video from professionals cameras rather than just from a smartphone or tablet. The first six sessions streamed via Periscope have garnered a total of more than one million impressions and 450,000 views.
All-inclusive resort company Club Med promoted its resort offerings and "Amazing You" campaign with a consumer pop-up in Toronto on February 14 and 15, followed by another pop-up in Montreal on February 16 and 17. The Montreal pop-up (pictured), which was produced by 360 L'Agence, offered activities and decor inspired by the brand's beach and ski resorts.
Academy governor Jeffrey Kurland worked with longtime event producer Cheryl Cecchetto and Sequoia Productions to produce and design this year's Governors Ball, which took place at the Ray Dolby Ballroom of the Dolby Theatre immediately following the ceremony. The night drew 1,500 Oscar winners and nominees, show presenters, and other A-list talent, and was decorated with a “magical transformation” theme, with red, gold, and white colors. Starburst light fixtures and irregular-shaped decor pieces, illuminated with white lights, comprised a cloud-like ceiling installation that served as the evening’s focal point.
Red centerpieces popped inside of the white-draped ballroom. The ballroom’s foyer continued the color palette, with red fabric drapes and red flowers with splashes of white decorating tables. According to organizers, 1,800 yards of white satin, white sequins, red velvet and silk, white and gold metallic print, and white-dotted sateen linens decorated the space.
Mark’s Garden’s floral designs included roses, amaryllis, carnations, and orchids from South America and Holland. Varying angular vessels held flowers and greenery.
One of the most coveted tickets in town, Vanity Fair hosted its annual Oscars after-party in Beverly Hills on February 26. The event took place in a custom-built space between the Wallis Annenberg Center for Performing Arts and City Hall, and was designed by Basil Walter, the longtime architect of the annual party.
The bash began early in the evening, as guests who weren’t attending the ceremony took over a wood-paneled dining room and watched the show on flat-screen TVs while eating a dinner courtesy of French Laundry and Per Se’s Thomas Keller. After the ceremony ended, the dining room was transformed into the Apple Music Lounge, with a wooden dance floor and a rose-gold mirror that created a kaleidoscope effect.
The 25th annual Elton John AIDS Foundation Academy Awards viewing party, hosted by the singer and David Furnish, took over West Hollywood Park on February 26 with sponsorship from Bulgari, Neuro Drinks, and Diana Jenkins. The evening raised a record-breaking $7 million and was designed by longtime collaborator Virginia Fout of V Productions.
Alexander Gilkes of Paddle8 conducted a live auction, which featured items such as Bulgari's Diva’s Dream Necklace in white gold with pavé diamonds, a five-day vacation at Steven Tyler’s Hawaiian retreat, and two tickets to the Vanity Fair Oscar Party. Over the past 25 years, the annual event has raised more than $56 million to help people at risk for or living with H.I.V./AIDS; the Elton John AIDS Foundation has raised a total of $350 million since 1992.
Longtime vendor Crumble Catering worked with chef Gordon Ramsey to prepare some 1,000 five-course meals for the event. Menu-planning started a full year in advance, and 150 servers and bartenders and 70 kitchen staffers worked the evening. Moët Hennessy provided champagne, Domaine Bertaud Belieu provided wines, and Chopin Vodka and Clase Azul Tequila provided spirits.
The magazine hosted its 10th annual Black Women in Hollywood awards on February 23 at the Beverly Wilshire. Intended to honor and celebrate Hollywood's most impactful African-American women, this year's honorees included Janelle Monáe, Issa Rae, Aja Naomi King, and Yara Shahidi. The full gala will be televised on March 5 on OWN.
Essence's Candace Montgomery and Agenc’s Cara Kleinhaut—who have been working together since the event's inception—transformed the awards from a daytime luncheon to an evening gala for the first time this year. “Moving to the evening and making it black-tie … allowed an instant elevation to the event,” said Montgomery. “Time will tell whether or not this will remain an evening event.”
Show development and production—including the overall design and fabrication as well as the eye-catching stage backdrop and set design—was also handled by AgenC in partnership with the Essence event team.
In a lounge outside the main ballroom, attendees could recharge and re-glam at interactive sponsor stations. At the L'Oreal Beauty Bar, guests sampled the new Infallible Paints collection and left messages on the adjacent mirror about "why they are magic." Meanwhile, AT&T offered a spot to recharge cell phones throughout the evening, and sponsor Lincoln displayed one of its vehicles.
Awards sponsor Cadillac hosted its annual Oscar celebration on February 23 at Chateau Marmont, drawing a crowd of celebrities including Naomi Watts, Zoe Saldana, Chrissy Metz, and more. Event Eleven handled production and design, keeping it understated to allow the iconic venue to take center stage. Lighting firm Felix Lighting and audiovisual rental company On Stage also lent their services to the elegant party, and DJ Michelle Pesce spun for the crowd.
V.I.P attendees were escorted to the venue in Cadillac’s CT6 prestige sedans, which also were used to chauffeur guests to the Oscars ceremony and other weekend events. The luxury car brand, an Oscars sponsor for the fourth consecutive year, debuted four new ad spots during the telecast.
Environmental nonprofit Global Green held its 14th annual pre-Oscar awards and concert at Tao Hollywood on February 22, honoring Standing Rock Sioux Tribal Council chairman David Archambault II as well as other environmental leaders. The awards were the first event inside the new Tao location, which is scheduled to open this spring.
JJLA handled design, production, and management for the event, which took on an Asia-inspired theme to celebrate the venue, with red and gold accents and plenty of greenery and succulents. The event was, of course, eco-friendly, with LED light fixtures, no plastic, and zero food waste; scraps were composted and leftover food was donated.
Atmosphere Productions handled audiovisual production, while Town & Country provided rentals and Seed Floral Couture handled flowers. The evening featured performances by DJ Asha, Cody Simpson, Estelle, and Taylor Dayne.
The third annual Toast to the Arts, an intimate dinner hosted by rapper and actor Common, was held on February 24 at Ysabel restaurant in West Hollywood. The evening honored filmmakers Ava DuVernay, Barry Jenkins, Raoul Peck, and Ezra Edelman.
As guests arrived at the restaurant, they were greeted by a custom floral wall designed by Massah David, a partner at MVD Inc. The wall was built by Step and Repeat L.A.
Portobello Junction created wine-bottle centerpieces (pictured) for the dinner tables, while Kensington Caterers served Irish classics such as beer-battered fish 'n’ chips, mini mugs of lamb stew, mini Irish whiskey coffee shots, and, of course, Guinness.
Foot Locker partnered with Nike to transform its Canal Street location into a brand hub that included a DJ booth with a backdrop of black basketballs.
The space also featured a photo studio that was designed by the Madbury Club, a Brooklyn-based creative house.
San Francisco's Asian Art Museum Gala took place March 2. The event, which celebrated the connection between art and technology, featured a 96-foot-long LED tube chandelier designed by Got Light. The multicolor installation was created with more than 200 tubes.
The event's hashtag was showcased in signage created with orange feathers.
Upfront Ventures hosted its fifth annual summit on February 1 and 2 at the Event Deck at L.A. Live in Los Angeles. Produced by RG Live Events, the event featured two interactive LED light tunnels that led to a custom-built theater.
Guests registered under a dome structure in the main tent, which provided an airy space with lounge seating.
Innovative beverage offerings included bourbon cotton candy cocktails that were served on a shelf held by servers.
This year's South by Southwest took place March 10 to 19 at various venues in Austin, Texas. At the Sony Wow Factory, the company spotlighted several of its projects, including many still in development with its Future Lab Program, to the public with its venue at Trinity Warehouse. It also demonstrated a virtual-reality music video through Playstation with the Chainsmokers. Guests could record their “wow experience” on a massive plywood wall.
Diffa's 20th annual fund-raising event, which showcased a variety of dining and tabletop vignettes, took place March 16 to 20 at Pier 92 in New York. Students from Parsons the New School for Design used materials found in the city’s five boroughs to construct their vignette, which was painted all white.
Rockwell Group and Ovando built their version of a modern-day potting shed, complete with cacti centerpieces, a vertical garden, and a diffuser that filled the space with a signature scent.
For a locally inspired meeting break idea, Le Méridien Chicago Oakbrook Center has a Sweet Home Chicago menu that offers a variety of self-serve candy that originated in the city, including Lemonheads, Milk Duds, Red Hots, Tootsie Rolls, and Dots. Named after the blues song by Robert Johnson, the candy-shop-inspired display—which also offers pretzel bites and lemonade and iced tea—comes with a chalkboard sign that displays information about the Chicago-founded National Confections Association.
YouTube’s setup at the Coppertank Events Center, which included an exclusive performance by Solange, was live streamed to those outside the venue through screens on the facade of the building.
Using symbols, equations, and words from Albert Einstein, a robotic chalkboard artist would draw portraits of guests that were sent via Twitter using a specific handle and hashtag. Guests were notified via Twitter just before their sketch began.
TBS popped up with a marketplace for its show Search Party, which featured local vendors including BookPeople, Esby, and Will Leather Goods, as well as free food from Franklin Barbecue, Fresa’s Chicken al Carbon, and others.
At the main venue, Volcom Gardens, Toyota, and Anthemic Agency set up an infinity photo booth in the back of the Rav4 car. In keeping with the adventure theme, guests were also able to create customized travel pouches with patches, as well as enamel pins.
Bud Light hosted a daily “friendly hour” at its lounge in the Austin Convention Center with beers, phone-charging stations, and more. The decor included on-theme decals on bathroom mirrors.
The final Chicago-theme menu is the Illinois Farm Table, which offers locally sourced fruits and vegetables for smoothies, pastries, and juices from a display with farm-inspired decor. Chalkboards detail where each ingredient is from, and seasonal scented candles are placed at the tables. Guests can create their own juices and smoothies with the ingredients or enjoy prepared items such as crudites with truffle aioli.
On March 3, Canada’s National Ballet School hosted its annual fund-raising gala at Toronto’s the Carlu. The patriotic theme was Canadiana in honor of Canada’s 150th anniversary of confederation.
On March 18, the Little Lighthouse Foundation hosted its eighth annual Hearts & Stars gala at a private waterfront mansion on Star Island in Miami Beach. The “Mystic Dreams”-theme party raised $100,000 toward the organization’s programming.
On March 15, nonprofit organization Urban Arts Partnership celebrated its 25th anniversary at Cipriani Wall Street in New York. The event, which supports the group’s mission to advance the development of underserved public school students, featured neon sign centerpieces with words of inspiration.
The National Capital Area Chapter of the Leukemia and Lymphoma Society held its annual ball on March 11 at the Walter E. Washington Convention Center in Washington. Event producer Julie Hanson designed the event around the nonprofit's red logo with purple accents in flowers and lighting.
In January, the Miami City Ballet celebrated its 31st annual gala, raising more than $1 million to support the organization’s work both onstage and in the community. The theme of this year’s ball—an ice-kissed fairytale with frozen ballet shoes as centerpieces—was inspired by the world premiere of Alexei Ratmansky’s "The Fairy’s Kiss." It was the first charity gala to be hosted at Miami Beach’s Faena Forum.
