The launch party for Pier 1's new Loft 21 furniture line looked much like the collection itself: sleek and modern. The event marked the first New York launch for the Fort Worth, Texas, company, while the edgy look of the collection also signaled a major aesthetic departure for the brand (picture something more like West Elm than the wicker furniture and vaguely ethnic tchotchkes Pier 1 is known for). Misty Otto and Christiane Robinette of Pier 1's public relations department worked with Shai Tertner of Shiraz NYC and Rose Swarbrick and Mark Silver of Factory PR to produce the event.Tertner used a gallerylike approach to display the urban-inspired line; two 60-foot-long white platforms lined Skylight's interior to serve as lengthy pedestals for the artfully arrayed and simply labeled display that included lamps, chairs, desks, rugs, and candles. Two pink-hued installations of towering stacks of pillows stood against the back wall far behind the bar, though much like in a museum, security guards from Meyerson Associates made sure none of the guests got too close to the displays.
The furniture wasn't merely decorative, however; guests perched on several black leather chaise lounges from the collection scattered down the center aisle of the venue, and handcrafted wooden folding screens cordoned off spaces. Guests nibbled on globally inspired hors d'oeuvres, such as seared coconut shrimp with cilantro-tomatillo salsa, ginger-cumin chicken bites, and English cucumbers salad in a crispy wonton blossoms, from Shiraz chef Tamara Fox. Caterwaiters served the bite-size morsels from white trays bordered with two platforms, mimicking the risers showcasing the furniture. Pink delphinium buds, used in tall arrangements at the bar, also decorated each serving tray, representing the accent color of the collection.
—Sara Neuffer
Posted 07.10.06
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The furniture wasn't merely decorative, however; guests perched on several black leather chaise lounges from the collection scattered down the center aisle of the venue, and handcrafted wooden folding screens cordoned off spaces. Guests nibbled on globally inspired hors d'oeuvres, such as seared coconut shrimp with cilantro-tomatillo salsa, ginger-cumin chicken bites, and English cucumbers salad in a crispy wonton blossoms, from Shiraz chef Tamara Fox. Caterwaiters served the bite-size morsels from white trays bordered with two platforms, mimicking the risers showcasing the furniture. Pink delphinium buds, used in tall arrangements at the bar, also decorated each serving tray, representing the accent color of the collection.
—Sara Neuffer
Posted 07.10.06
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Tertner displayed the furniture on two 60-foot-long white pedestals.
Shiraz NYC passed hors d'oeuvres from trays with two parallel platforms that mimicked the layout of the event space. Pink delphinium flowers lined the center of the trays, representing the accent color chosen for the Loft 21 collection.
Two silk pillow installations lined the back walls of the space, adding to the modern gallery vibe.
Guests relaxed on several Art Deco-inspired chaise lounges, all part of the new line.
