For the debut of Boutiques.com on November 17, Google articulated the different fashion genres of its new online shopping portal through six thematic vignettes inside Skylight Soho. Littered with interactive decor, a diverse array of furniture and lighting, entertainment, and activities, the event produced by Empire Entertainment brought some 550 bold-faced names out for the night, including actresses Carey Mulligan, Emma Watson, and Elisabeth Moss, as well as Iman, Christian Siriano, and Vogue editor Meredith Melling Burke. Here's a look at more design details from the launch.
Photo: Allan Zepeda Photography
To herald the launch of Google's Boutiques.com, the entrance of Skylight Soho mimicked the look of a storefront. Arriving on a black carpet accessorized with black rope and stanchions, guests entered through the doors into a step-and-repeat media interview area.
Photo: Allan Zepeda Photography
In the "casual" sector, picnic benches and picnic baskets stacked with Lucite tops acted as tables for guests.
Photo: Allan Zepeda Photography
Another of the evening's entertainment acts was an aerialist, who performed on a hoop suspended from the ceiling of the room for the "romantic" boutique.
Photo: Allan Zepeda Photography
To convey an aesthetic of relaxed chic, in the "casual" vignette, which represented weekend wear and a sportier lifestyle, guests were encouraged to play croquet and sit on swings.
Photo: Allan Zepeda Photography
In the area for the "street" boutique, a 24-foot-wide custom-painted graffiti mural in hot pink, orange, and streaks of turquoise served as the backdrop for the interactive space. A seating banquette was comprised of tires with custom orange cushions.
Photo: Allan Zepeda Photography
Oversize furniture, chandeliers, and a wall papered with a custom damask print formed the decoration for the "classic" boutique area. A custom rug complemented the look, along with rich navy drapes and turquoise walls bejeweled with various gilded mirrors.
Photo: Allan Zepeda Photography
The "edgy" boutique room featured a 30-foot-long mirrored Mylar weblike backdrop, and a black wall with long fluorescent tube lights that emitted a purple glow. Black leather furnishings anchored the space and matched a black and white graphic rug and a red egg chair.
Photo: Allan Zepeda Photography
A variety of plaid pillows and runners decorated the space, along with vintage-style bicycles and baskets of flowers.
Photo: Allan Zepeda Photography
For the "edgy" boutique section, caterer Creative Edge devised a special drink made with jalapeño-infused gin and pineapple juice.
Photo: Allan Zepeda Photography
