With the MTV Movie Awards rolling into town this weekend, so too come the gift suites. Platinum Publicity's fourth annual Hollywood Platinum Gifting Lounge, open today and yesterday until 6, is luring guests with a couple of bonuses in addition to the free stuff: fund-raising for a Hollywood-tied charity, Brad Pitt's Make it Right NOLA, and a peek at the new W Hollywood hotel and residences, which won't officially open until 2009.
The event is taking place at the welcome center of the new W, and offers the only way to get a glimpse at what the property will look like—albeit a limited glimpse. (Usually the space is open only by appointment to preapproved potential buyers.)
Plus, the lounge is raising money and awareness for Make it Right NOLA, which replaces homes in New Orleans destroyed by hurricanes Katrina and Rita with eco-friendly, low-utility-cost houses. Through the charity, the lounge has adopted a home in New Orleans to help build, and each guest can go online on computer terminals at the event to pick out a piece of the house to donate (like lightbulbs for $5 apiece, or a heating system for $5,000). Celebrities are signing a board that will later be auctioned for the charity.
The various baits have worked so far: The space was packed shortly after the doors opened yesterday at noon.