







The launch of Gwen Stefani’s new collection with Urban Decay took place January 7 at Studio 450 in New York. The bar design was inspired by the collection, using its graphic print on the front with gold circles behind the bar that recalled the eye shadow and blush palettes. Gold glitter champagne bottles customized for the event rounded out the display.

NBC Universal's annual rooftop party took place at the Beverly Hilton. Among the architectural elements in the Moroccan-style space was a sunken water feature that party producer and designer Angel City Designs custom built as the centerpiece of a raised lounge area. The fountain had a faux Moroccan tile bottom with two water sprayers, all accented with white floral petals.



Bored of traditional theater- or classroom-style room setups? Designing a arrangement with an assortment of furniture "is an ideal way to provide flexibility and choices for attendees’ different personalities," says Michele Wilde, the resort's director of conference services and event sales.

Comfort is a priority, especially during lengthy meetings, Wilde says. Offering multiple seating options can keep attendees engaged and also suit different personalities.

A threesided set up gives attendees a sense of proximity to the speakers.

Quartz also experimented with seating. In the front of the room there were couches reserved for V.I.P. guests, and in the back of the room there was a row of high-top tables where laptop users could work.

Bags that attendees received at registration had various charts taken from Quartz stories that could serve as conversation starters.

Q&A sessions with speakers continued in a designated space outside of the ballroom. The move allowed more intimate access to speakers.

Quartz encourages its sponsors to bring unusual and engaging activations to its events. One example was a fully functional mini planetarium from Qualcomm.

Not every event wants to meet at a hotel. Variety and WWD chose Smashbox Studios for a different feel.

An unexpected addition to the stage was a DJ booth.

Before lunch and the presentation, guests gathered in a sponsor activation area. Its design had a look consistent with the main room, with the same color palette and furniture rentals.

Bailey’s dramatic floral designs and theatrical flair have made fans out of celebrities such as Oprah Winfrey, Liza Minnelli, and Donna Karan, as well as brands such as Sandals Resorts, Godiva, and Hewlett-Packard. The high-profile New York-based designer’s lush, over-the-top designs have been featured in six books, plus countless TV shows and magazines.
On Twitter: @PrestonRBailey


Wells launched his Washington-based, full-service production firm in 2004 and has since become one of the top planners in town, producing around 80 corporate, social, and nonprofit events a year in his signature glamorous, colorful style for members of Congress, BET, Dell, Disney, and more.
On Twitter: @AndreWells


With a 26-year career that includes designing lush, extravagant events for big-name corporate clients and A-list celebrities, plus nine books, a wedding Web site, a line of home products for HSN, and too many television appearances to count, Cowie is a solid candidate for “Most Famous Person in the Event Industry.” He brings his five-senses design approach to around 25 projects a year, four to six of which he is heavily involved in.
On Twitter: @ColinCowie


Beahm’s inventive, breathtaking designs have been in high demand since his big break, planning the nuptials of Catherine Zeta-Jones and Michael Douglas in 2000. Beahm and his New York-based team design more than 200 events annually, including lavish social, nonprofit, and corporate parties for Memorial Sloan-Kettering, Victoria’s Secret, and Louis Vuitton. Beahm is especially known for his sculptural, dramatic floral arrangements.
On Twitter: @davidbeahmdesig
Beahm is speaking at BizBash’s Event Innovation Forum—South Florida on April 10.


Business partners since 2004, Los Angeles-based Abel and McCallister specialize in stylized editorial events, consumer promotions, sponsor lounges, and other brand-focused experiential events for clients such as Chase, Sprint, Entertainment Weekly, and Elle. Their designs often include surprising product installations, such as a chandelier of Godiva chocolates or a mosaic of Garnier bottles.
On Twitter: @larryabel


Butchkavitz’s claim to fame is the eye-popping, Technicolor decor he has been creating for HBO’s annual Emmy and Golden Globes parties since 1999. Using custom tents, carpets, and furniture, and drawing inspiration from such diverse sources as the stone mosaic walkways of the Copacabana in Rio de Janeiro, vintage Pucci fabrics, and modernist architect Oscar Neimeyer, his designs are always a kaleidoscope of color, patterns, and light projections.


For four years, the Los Angeles-based creative duo has worked on designing movie premieres, product launches, and green-minded events including Fox’s American Idol finale party, the Foundation Polo Challenge, and the Teen Choice Awards.
On Twitter: @YourBASHjgeffen
On Twitter: @YourBASHbworley


Clients such as Target, the Whitney Museum of American Art, and the IFC request Stark’s signature style, which combines an artistic sensibility with a sense of whimsy. Stark is known for using recycled materials and items that can be repurposed in his often flower-free installations and for his striking on-brand marketing ideas.
On Twitter: @DavidStarkInc


New York-based van Wyck honed his design skills working as a protocol aide at the American Embassy in Paris and as a film set designer in Los Angeles before starting a business with his mother in 1999. Adept at creating a polished, whimsical look, van Wyck’s clients include high-profile private, corporate, and nonprofit entities such as Mercedes-Benz, billionaire George Soros, and the Whitney Museum of American Art.


With more than 28 years of experience, Roick is a one-stop shop for Toronto events, designing show-stopping party decor for big-name clients like Target and Chanel.
On Twitter: @mcnabbroick


Since he launched his firm in 2006, Baura’s aesthetic has been influenced by his graduate degree in Japanese and Chinese art history. He creates fresh, edgy branded environments for clients like AOL and Tumi by incorporating unusual conceptual designs and 3-D structures. Recent projects have included LED trays, iPad walls, and vegetable totem centerpieces.


Fiscus founded his Dallas-based event design firm in 2003 and now personally designs and produces more than 250 events annually, including celebrity weddings and splashy events for clients like the Dallas Museum of Art, Audi, and Amfar. His company handles flowers, design, lighting, and installation and fabricates its own furnishings under the rental line Suite 206.
On Twitter: @toddevents

painted interiors." —Todd Fiscus

Bales founded the design and production division of Atlanta event company Bold American in 2003, where he specializes in creating layered atmospheres that highlight color and texture. His early career as a performer and musical revue producer informs the theatricality of his work, and his career highlights include producing premiere parties for NBC and the 10th anniversary celebration for the Indianapolis Colts.
On Twitter: @BoldEventsATL


After a 10-year career in the fashion industry, Foster joined the Chicago-based Event Creative team in 2008. As senior event designer, he handles most of the company’s nonprofit business, designing as many as 100 events and galas a year for clients such as the Steppenwolf Theater, the Chicago Symphony Orchestra, and the Lyric Opera of Chicago.
On Twitter: @eventcreative


Gubitosa got her start in window displays and founded Boston-based event design and rental company PBD Events in 1985; Martin was a fashion stylist and boutique owner. The pair launched Phi Design Group five years ago. The duo often uses repetitive fixtures and found pieces in installations, and this spring they are launching an event rental branch called Reserve, specializing in custom tables, wall systems, and bars.
On Twitter: @phidesigngroup


Perhaps best known as the man behind Chelsea Clinton’s wedding, Rafanelli started his company in Boston in 1996, producing just three events a year. He now has four offices across the U.S. and handles more than 100 parties a year, creating eye-popping decor for fund-raising galas, state dinners, and corporate events.
On Twitter: @RafanelliEvents


Leaving behind a career on Wall Street, Stroud decided to turn his longtime love of flowers and design into a business in 1996. He brings his sophisticated, clean look to events for clients such as the New York City Ballet, Universal Pictures, and HBO.
On Twitter: @DeJuanStroud


Hopkins splits his time creating contemporary, imaginative decor for social events and corporate events, benefits, and product launches for clients like Hearst, Uniqlo, and Evian. He always aims to be eco-aware, reusing and repurposing materials in stylish ways.
On Twitter: @360DesignEvents


Heffernan started his Chicago firm in 1979 and has since merged it with two other local firms to form a design collective with different price points, specialties, and points of view. Heffernan’s elegant aesthetic has set the tone at some of Chicago’s most high-profile events, including galas for the Art Institute of Chicago and the Chicago Botanic Gardens.


Gordon started her career working at a flower shop at age 13, followed by post-college stints as a movie set designer and design director of Tavern on the Green in New York. Twenty years after launching her own business, Gordon funnels her energetic personality into creating eclectic, funky designs for social and corporate clients.
On Twitter: @JesGordon


Balestrieri has been giving a downtown edge to brand-focused marketing experiences since 2002, when indie-minded Paper magazine launched its events arm. Designing thought-out, interactive environments for brands such as Absolut, Target, and Mattel, he often works with builders and fabricators to create large-scale, attention-grabbing event decor.
On Twitter: @ExtraCreative


As San Francisco’s go-to event designer, Gatti has been creating visual art for high society weddings, glitzy galas, and fund-raisers for the likes of the San Francisco Opera, U.S. Senator Dianne Feinstein, and author Danielle Steele since the 1980s.
On Twitter: @StanleeGatti


After working in the jewelry business and interior design for 17 years, New York-based Monn turned to event design in 2003, creating elegant, dramatic looks for high-profile clients such as Fendi, Tiffany & Company, the Time Warner Center, the Guggenheim, and the Metropolitan Museum.


The event designer—not that other Tom Ford—creates rich, luxurious-looking environments that often showcase dazzling overhead light installations and elaborate tenting for Hollywood’s elite. Perhaps most well-known for having designed the In Style and Warner Brothers Golden Globes party since 2002, Ford works with clients including Louis Vuitton, Sony Pictures, Disney, Fox, Victoria’s Secret, and Red Bull.


Eschewing themes in favor of creating captivating environments, Kehoe’s clients include prestigious charities, high-profile fashion brands, and discerning corporate groups. From ceilings filled with balloons to custom 18-karat gold tables to large-scale fabricated installations, the Chicago-based designer delivers on the wow factor.
On Twitter: @KehoeDesigns


After seven years as the creative director of events for Boston’s premier florist, Winston Flowers, Hall launched his own Boston event and garden design firm in 2010. Hall, who often incorporates his own line of handcrafted vessels, furniture, and textiles into his designs, recently opened a garden-focused boutique called Marc Hall Objekt.


Wendt, who has a master’s degree in garden design from Columbia University, has been creating both contemporary and classic designs for the likes of Cartier, Swarovski, and Chanel since launching his New York-based company in 1991.
On Twitter: @RonWendtDesign


Since 2002, discerning brides and corporate clients have sought out Lee’s modern design sensibility. Conceptualizing, planning, and designing all happens in-house, translating to a cohesive, detail-oriented look, from custom light fixtures to stylized seating charts.
On Twitter: @JungLeeFete


Over the past decade, Schubert has designed events for virtually everyone in the entertainment industry, with a client list that includes Rolling Stone, Disney, Vanity Fair, ESPN, and Entertainment Weekly. Combining modern ideas with clean accents, this past year has seen Schubert designing the SAG Awards after-party, the Emmys greenroom, Bill Clinton’s 65th birthday party, and Belvedere’s pre-Grammy celebration.
On Twitter: @event_eleven


With a romantic, European aesthetic that tends toward the dramatic, Miller opened his New York event design boutique in 2002. He combines his rustic California farm country upbringing with a cosmopolitan edge to create lush, living installations for clients such as Givenchy, Paramount Pictures, Bulgari, and L’Oréal.
On Twitter: @LMDfloral


In 1992, after earning her degree in architecture and design, Dascal opened a floral import and delivery service. As demand for her sculptural arrangements grew, she expanded her services into event design with a full-service, Miami-based venture. Dascal is known for creating architecturally minded looks for clients such as Bulgari, Chopard, Merrill Lynch, and Valentino.
On Twitter: @karladascal


Based in Los Angeles, Argentinian-born Zamora travels everywhere from Italy to Hawaii to design made-to-order looks for roughly 350 events a year, including corporate galas for clients like Gucci and Subaru, movie premieres and screenings, award productions like last year’s Dream Foundation event, and social events.
On Twitter: @RevelryDesign


Stevens and Swift co-founded their creative agency in 2009, specializing in witty, immersive environments for brands. Combining set design, visual merchandising, custom installations, and interior design, the duo has created quirky, sometimes tongue-in-cheek experiences for clients such as Microsoft, Porsche, Zappos, and Sheraton.
On Twitter: @WeCameInPeace


Through his Seattle design studio, Parker specializes in handmade event decor that has the feel of a modern art installation. With influences from geometry and typography to origami and pop art, Parker uses materials such as paper, cardboard, and plastic straws.


Todd founded his New York-based company in 1995 and has designed events for the likes of Condé Nast, the New York City Ballet, Elton John, and L’Oréal. His “less is more” design philosophy translates to a clean, classic aesthetic with a global spin. In addition to designing about 30 events a year, Todd also runs a retail furniture and home accessories line.
On Twitter: @antonytodd



Each year organizers create a variety of lounges where attendees can watch a simulcast of speakers. New this year was a ball pit filled with beanbag chairs and beach balls.