Throwing a magazine launch party in a sports club—while it’s still open to members—presents a unique set of challenges, as Candice Best of Best PR Boutique found out Wednesday. With the squash courts still in use just a few hours before guests were to arrive, time wasn’t on Best's side as she prepared the Adelaide Club for the Argyle magazine launch that evening. “The last squash game ended at 3 p.m.,” Best said in an interview less than three hours later, pointing out that the two courts had in fact been successfully transformed into chic lounges before the party started.
Best worked with Matthew Bassett, president and C.E.O. of Bassett Media Group, to create the right vibe for the launch of the new lifestyle quarterly, created for members of the Cambridge Group of Clubs (which includes the Adelaide Club). “We wanted to do an event that was fun and sexy,” said Bassett, who reported that argyle is one of his favourite patterns. “It’s a name that symbolizes wealth, and it rolls off the tongue. At the same time, it’s not taking itself too seriously. It’s fun, cool, and hip.”Best created two argyle-inspired lounges for the 500 guests in attendance. A putting green, palm trees, and bright spotlights created a sunny feel in the preppy lounge, while dim lighting, a sofa emblazoned with the Union Jack, and two mannequins dressed in Ben Sherman clothing set the tone in the mod lounge. Cheeky argyle-inspired sayings such as "Your diamond or mine?" were placed in silver frames around the rooms.
Allyson Meredith Cakes supplied a four-tiered cake decorated in a silver, red, black, and cream argyle pattern; McGregor Socks provided socks that lined the runway for a fashion show by Bustle and Thien Le; and a tattoo artist from Black Line Studio offered temporary airbrushed argyle tattoos to guests—many of whom were dressed in argyle attire, including sweaters, vests, ties, and hosiery. Two signature cocktails, the Dashing Dandy and the Preppy Player, continued the theme. And media invites even included a pair of argyle socks, with the promise that the magazine would knock them off.
Best worked with Matthew Bassett, president and C.E.O. of Bassett Media Group, to create the right vibe for the launch of the new lifestyle quarterly, created for members of the Cambridge Group of Clubs (which includes the Adelaide Club). “We wanted to do an event that was fun and sexy,” said Bassett, who reported that argyle is one of his favourite patterns. “It’s a name that symbolizes wealth, and it rolls off the tongue. At the same time, it’s not taking itself too seriously. It’s fun, cool, and hip.”Best created two argyle-inspired lounges for the 500 guests in attendance. A putting green, palm trees, and bright spotlights created a sunny feel in the preppy lounge, while dim lighting, a sofa emblazoned with the Union Jack, and two mannequins dressed in Ben Sherman clothing set the tone in the mod lounge. Cheeky argyle-inspired sayings such as "Your diamond or mine?" were placed in silver frames around the rooms.
Allyson Meredith Cakes supplied a four-tiered cake decorated in a silver, red, black, and cream argyle pattern; McGregor Socks provided socks that lined the runway for a fashion show by Bustle and Thien Le; and a tattoo artist from Black Line Studio offered temporary airbrushed argyle tattoos to guests—many of whom were dressed in argyle attire, including sweaters, vests, ties, and hosiery. Two signature cocktails, the Dashing Dandy and the Preppy Player, continued the theme. And media invites even included a pair of argyle socks, with the promise that the magazine would knock them off.
An argyle cake
Photo: R. Jeanette Martin
Allyson Meredith Cakes supplied a four-tiered creation decorated in an argyle pattern for the magazine launch.
Photo: R. Jeanette Martin
Matthew Bassett, chairman and C.E.O. of Bassett Media Group, unveiled the first issue.
Photo: R. Jeanette Martin
Waterside Sports Club supplied the putting green for the preppy lounge.
Photo: R. Jeanette Martin
The mod lounge featured displays of Ben Sherman fashions.
Photo: R. Jeanette Martin
Argyle socks, courtesy of McGregor Socks, defined the runway for a fashion show featuring designs from Bustle and Thien Le.
Photo: R. Jeanette Martin
A model walked the runway at the Adelaide Club.
Photo: R. Jeanette Martin
Black Line Studio offered temporary airbrushed tattoos at the event.
Photo: R. Jeanette Martin
