Four Seasons Hotel, 900 Shops Cross-Promote With Royal Wedding

By Jenny Berg May 2, 2011, 4:32 PM EDT

Photo: BizBash

Four Seasons Hotel Chicago and 900 North Michigan Shops' Crumpets & Couture
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A chocolate tart wearing a golden crown, scones with Devonshire cream, and tiers of foie gras sandwiches—allegedly one of Kate Middleton's favorite snacks—brought a British vibe to “Couture and Crumpets,” a Friday afternoon tea service and royal wedding viewing party at the Four Seasons Chicago. Terri Hickey, the hotel's director of public relations, collaborated with the 900 North Michigan Avenue Shops' marketing director, Sarah Burrows, to plan the event.

At $55 a head, the two-hour function included an informal fashion show that displayed looks from English lines carried at the 900 Shops. Factor Models circulated the room in looks from L.K. Bennett, Karen Millen, and the Burberry Collection. At each place setting, a printed card described each item the models were wearing, and included info on where to purchase the looks.

Further branding appeared in a display near the check-in desk, where two mannequins sported L.K. Bennett outfits that were reportedly worn by royal wedding attendees. Guests could take home catalogs for the stores, and gift bags offered discounts at several of the 900 shops.

The event drew around 75 guests, many of whom wore hats—or, in the case of one young guest, a sparkly pink tiara.

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