Environmental green meshed with pop industry sheen at the 2007 MuchMusic Video Awards, the annual high octane, celebrity-rich extravaganza, ostensibly held at the MuchMusic headquarters. But, as in every year, the party engulfed the Queen Street West and John Street intersection as 6,000 fans swarmed the area to catch a glimpse of A-list stars and performers including Fergie, Avril Lavigne, Nickelback, Hilary Duff, Billy Talent, Maroon5, Joss Stone, Tara Reid, and Perez Hilton.
This year’s event demonstrated a green consciousness while doing its part to contribute to the cause celeb of 2007—fighting climate change by reducing consumption. “Biodegradable” and “recyclable” were buzz-words throughout the CHUM Building, including the stage-side and second floor party areas and the 20 celebrity green rooms set up on the fourth floor. Biodegradable plates, cups, cutlery, and napkins supplied by Green Shift were collected in green bins lined with biodegradable disposable bags to be composted back to earth in a matter of weeks. All beer and soft drinks were poured at the bar to better control the recycling of cans. All signage proclaimed that the “waste-free party” used recycled paper.Yet even with all the green awareness, there was still all the flamboyance, panache, and flair one expects of a premiere entertainment industry event requiring 16 levels of accreditation. “It’s still the MuchMusic Video Awards,” said Francine Socket, director of special events and merchandising, “so all decor elements must reflect the show’s creative furnishings, florals, and lighting—everything must be unique, hip, and rock ‘n’ roll.”
The stage-side party area set up in the parking lot unfolded under a clear-top tent from Yukon Tents & Event Furnishings. The silver and white event colour palate was evident in the decor by 3 Design, highlighted by a modern linear hanging mobile specially designed for the event. Stark florals from Chad Finucan featured pale brown branches extending from tall clear glass urns completely nude save for a leafy green base and a single ball of ballooning white hydrangeas. Catering By Davids’ provided a prepared-at-site burrito station, roti bar, rice bowl bar, BBQ briquette station, and soft-serve ice cream stand.
The second floor party room featured a lounge with silver and white leather sofas, loveseats, chairs, and tables. White pillared floor planters supported ceiling-high green ferns, while white table vases held white hydrangeas or colourful mixed bouquets. The darkened room was subtly lit by opaque white chandeliers and gobos, which created red and blue hot spots and psychedelic red and pink swirls throughout the party room. A “Love Buffet” for 250 people was set up featuring a dim sum station and two types of sushi pizza. Caterwaiters from CORE Event Staff passed hors d’oeuvres that included mini duck confit with Montreal cheese curds and port jus and, for vegetarians, grilled cheese triangles with an extra old cheddar accent and chipotle avocado dip. A luxury cocktail bar served Moet champagne and two appropriately named Belvedere vodka-based cocktails: Trashed Hotel Room and Smashed Up Guitar.
In the green rooms A-listers chose from a sumptuous buffet catered by Montana Restaurant that included fresh-shucked oysters, Thai-styled crab cakes, and herb crushed sirloin.
In all, it was vintage MMVA revelry that offered a dazzling defense of its BizBash-awarded title as Best Overall Event of 2006.
This year’s event demonstrated a green consciousness while doing its part to contribute to the cause celeb of 2007—fighting climate change by reducing consumption. “Biodegradable” and “recyclable” were buzz-words throughout the CHUM Building, including the stage-side and second floor party areas and the 20 celebrity green rooms set up on the fourth floor. Biodegradable plates, cups, cutlery, and napkins supplied by Green Shift were collected in green bins lined with biodegradable disposable bags to be composted back to earth in a matter of weeks. All beer and soft drinks were poured at the bar to better control the recycling of cans. All signage proclaimed that the “waste-free party” used recycled paper.Yet even with all the green awareness, there was still all the flamboyance, panache, and flair one expects of a premiere entertainment industry event requiring 16 levels of accreditation. “It’s still the MuchMusic Video Awards,” said Francine Socket, director of special events and merchandising, “so all decor elements must reflect the show’s creative furnishings, florals, and lighting—everything must be unique, hip, and rock ‘n’ roll.”
The stage-side party area set up in the parking lot unfolded under a clear-top tent from Yukon Tents & Event Furnishings. The silver and white event colour palate was evident in the decor by 3 Design, highlighted by a modern linear hanging mobile specially designed for the event. Stark florals from Chad Finucan featured pale brown branches extending from tall clear glass urns completely nude save for a leafy green base and a single ball of ballooning white hydrangeas. Catering By Davids’ provided a prepared-at-site burrito station, roti bar, rice bowl bar, BBQ briquette station, and soft-serve ice cream stand.
The second floor party room featured a lounge with silver and white leather sofas, loveseats, chairs, and tables. White pillared floor planters supported ceiling-high green ferns, while white table vases held white hydrangeas or colourful mixed bouquets. The darkened room was subtly lit by opaque white chandeliers and gobos, which created red and blue hot spots and psychedelic red and pink swirls throughout the party room. A “Love Buffet” for 250 people was set up featuring a dim sum station and two types of sushi pizza. Caterwaiters from CORE Event Staff passed hors d’oeuvres that included mini duck confit with Montreal cheese curds and port jus and, for vegetarians, grilled cheese triangles with an extra old cheddar accent and chipotle avocado dip. A luxury cocktail bar served Moet champagne and two appropriately named Belvedere vodka-based cocktails: Trashed Hotel Room and Smashed Up Guitar.
In the green rooms A-listers chose from a sumptuous buffet catered by Montana Restaurant that included fresh-shucked oysters, Thai-styled crab cakes, and herb crushed sirloin.
In all, it was vintage MMVA revelry that offered a dazzling defense of its BizBash-awarded title as Best Overall Event of 2006.
Framed information signs explained the green initiative at the 2007 Much Music Video Awards held at the CHUM Television building.
Photos: BizBash
Framed information signs explained the green initiative at the 2007 Much Music Video Awards held at the CHUM Television building.
Photos: BizBash
Caterwaiters from Core Event Staffing stood behind an ice cream station provided by By David’s Catering with two tall cylinders filled with decorative silver ice cream cones on both sides of the bar.
Photos: BizBash
Event sponsor Herbal Essences created a posing station where guests could get spruced up and have their photos taken.
Photos: BizBash
Medieval looking gun-metal coloured square urns supported white bowls filled with various burritos including chicken and vegetarian varieties.
Photos: BizBash
A modern linear hanging mobile specially designed for the event by 3 Design was placed overhead under the clear top tent.
Photos: BizBash
White couches and tables furnishing from Yukon Tents and Event Rentals were accented by small and large white square vases containing pale blooms.
Photos: BizBash
Hot pink swirl-shaped gobos from Westbury National Show Systems were reflected on the walls of the second floor cocktail party with white art deco-style chandeliers hung in the centre of the room.
Photos: BizBash
Hot red and pink lighting illuminated tall white urns filled with tropical greenery and white lounge furniture in a private area.
Photos: BizBash
