With the media cracking down on careless corporations and lavish parties, marketers are being more cautious about what events and promotions entail. But at the opening of West Elm's Upper West Side store Tuesday night, critics would be hard-pressed to condemn the 800-person bash as wasteful. To underscore its dedication to environmental awareness, the home-furnishings retailer partnered with event designer David Stark to create auction items made from packing materials. Additionally, the proceeds from the auction (as well as 10 percent of the evening's sales) were donated to the Cooper-Hewitt National Design Museum.
Stark, who relied on rental objects for the Cooper-Hewitt's event in October, and used brown paper, twine, and bubble wrap for decor at the 2007 Museum of Arts and Design's Visionaries Awards gala, crafted more than 30 different pieces to be sold at the party. He built them from cardboard boxes (the packaging used to move the furniture and appliances into the store), brown paper bags, and old catalogs. Some, including an enormous cactus and a life-sized ottoman, were more conceptual and artistic, while others, including clocks and vases, were functional items.
Even the catering trays used by Creative Edge reflected the night's eco-consciousness. More cardboard and shredded catalog pages decorated platters holding bites such as miniature B.L.T.s and Tuscan grilled shrimp, as waiters served mac and cheese in recycled bamboo cups. And while there were no free goodies for guests to take home, each attendee received a tote made from recycled material.
In all, West Elm's auction raised nearly $8,000 for the Cooper-Hewitt; some of the items will be on display in the store until Monday, March 23.
