Mount Sinai Hospital Emphasizes the Colour Blue

Mount Sinai Hospital named its inaugural auction-themed benefit Liv Blu after the blue in its corporate logo, the blue that defines sponsor Tiffany & Co., and the blue in the denim products sold by another sponsor, Hudson Fine Tailored Jeans. Samantha Brickman, Liv Blue co-chair and principal of event management company Brickman Entertainment Group, said the organizers set out initially to create an event centred on a wine auction, but became concerned that the younger audience they wanted to engage would not find the theme compelling on it own.Brickman enlisted event production company Mint Events and Contemporary Furniture Rentals to help prepare the Fermenting Cellar for the evening's festivities. Gobo lighting projected the Liv Blu logo on a denim carpet from Hudson at the venue entrance. Jeans-clad mannequins surrounded by gift bags decorated with images of the Union Jack stood on either side of the carpet. As well, jeans hung from the ceiling in the main space, and drapes made of denim hung in the washrooms. Guests sipped on blue drinks from the Martini Club while bidding on bottles of wine, Hudson jeans autographed by celebrities, and jewelry from Tiffany & Co. To satisfy hunger pangs, North 44 provided a passed hors d'oeuvres menu that included steamed chicken and vegetable dumplings, corn-chive pancakes with sake cured salmon, and panko crusted halibut cakes with chili aioli and avocado relish. DJ Michelle Julian spun lively beats, taking breaks for performances by Juno award winner Chantal Kreviazuk and up-and-coming female crooner Diana Salvatore.

—Robyn Small

Posted 12.14.06

Photos: Sandler/Townend