Elle Girl's Flashy Girlpower Launch

September 13, 2001, 12:00 AM EDT

At the launch party for Elle Girl magazine at the Roxy, Avi Adler brought in giant weather balloons as decor pieces to add some dimension to the giant club space. Custom Lighting lit the balloons with candy-colored lights and gobos.

Elle Girl magazine launch party The Roxy Wednesday, 09.06.01, 7 PM onward
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“Mom, can we stay past 10:30?!” we overheard one young attendee plead to her mother in the entrance of Elle Girl magazine's launch party at the Roxy. The flashy, candy-colored event drew girl-friendly celebs such as O star Julia Stiles (the premiere issue's cover girl), Girlfight star Michelle Rodriguez, model Izabella Miko, Miss Teen USA Marissa Whitley and more than 1,200 others to celebrate the launch of Hachette Filipacchi's latest publication.

Event producers Swell Productions created a high-energy, clubby atmosphere for the event, and made sure attendees were pumped on everything from tons of candy and carbs (Goldfish crackers in fish bowls) at a booze-free bar for young guests to cocktails for the adults (guests' IDs were checked at the door and adults were given pink wristbands to indicate they were old enough to tipple). DJ Beverly Bond kept the crowd on their feet dancing, and when she wasn't spinning, singers Michelle Branch and Michelle Lewis and teen groups LFO and City High (all booked by Swell) kept the girl's attention. Other diversions: A quartet of women from staffing firm Survival Jobs snapped Polaroid I-Zone pictures of partygoers and stuck them on the walls, Skytron video screens played music videos and screen shots of the magazine, and a crew from the MuchMusic cable channel interviewed the musicians.

Avi Adler provided some fun, exotic floral decor, including gigantic philodendron leaves polka-dotted with bright pink Elle Girl stickers and big displays of vibrant heliconia flowers in vases filled with faux feathers and trimmed with marabou. Adler also brought in some huge weather balloons strategically set around the venue with Custom Lighting's gobo lights shining on them to add some dimension to the otherwise cavernous club space. The huge entrance to the Roxy was decorated with more brightly colored gobos with girlpower slogans like “Girls rule” and “Girls kick butt.”

Some of the fun fare Match Catering and Eventstyles served included their trademark cold sesame noodles in small Chinese takeout cartons with chopsticks, mini pigs in a blanket, and tiny macaroni and cheese tarts (made with truffle oil, for a gourmet touch). Match's serving staff was also entirely appropriate: We heard a group of young girls giggling after being offered two-bite hamburgers by one of the attractive young male caterwaiters.

--Suzanne Ito

See more photos of the decor...

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