- Catering Patina Restaurant Group – Los Angeles & Southern California
- Design, Production Rabin Rodgers
- Event, Vignette Lighting ShowPro
- Flowers Joseph Free
- PR BluPRint Public Relations
- Venue Vibiana
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On the heels of “Fashion Rocks,” Condé Nast's successful magazine-insert-and-event campaign, the magazine publishing house introduced the similar “Movies Rock” concept this year. And what more obvious city to host such an event than Los Angeles?
The show, which featured pop singers like Beyoncé belting significant songs from big movies, taped at the Kodak Theatre on Sunday night and airs on CBS on December 7. Kicking it all off was a smart-looking party for a mostly ad-driven guest list at Vibiana last Thursday, where the look of Hollywood's glory years pervaded. Condé Nast's Kerri Fallon worked with Jessica Fels, events and PR director for event sponsor Guess, and Rabin Rodgers to produce the kickoff event.
Flanking the front entrance, models lounged amid sets decked in a mix of Hollywood Regency, modern, and Art Deco styles. One set was designed to look like a bedroom, the other like a living room, with the intention to evoke the work of iconic Hollywood photographer George Hurrell. Cameras trained on the models captured convincingly vintage-looking footage, which was projected on a large screen above the stage. “It was beautiful,” Fallon said. “It probably exceeded our expectations.”
Throughout the rest of the glorious former cathedral space, an installation of photographs from Guess's historic ad campaigns hung on the walls, and a black, gray, gold, and red palette dominated. White orchids dotted surfaces everywhere. “The choice of venue itself is very theatrical,” said producer David Rodgers. The event also featured a performance by Dominican pop singer Kat DeLuna and no shortage of passed hors d'oeuvres from Patina; the space dwarfed the crowd of close to 500, and servers presented trays to mingling groups of guests at an impressive clip.