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LOS ANGELES Feeding 2,300 people was the least of special events producer Cheryl Cecchetto’s challenges when her company, Sequoia Productions, threw a double-bill bash in Century City—the premiere for Universal Pictures’ The Producers at the Westfield mall’s new AMC Century City 15 theaters and the unveiling of its stylish new dining terrace. Before the event, Sequoia’s crew had to set up while workers finished the 35,000-square-foot, indoor-outdoor food court well into the eleventh hour.
But when guests began pouring in that evening, the finishing touches appeared to be in place. While the film’s stars, Nathan Lane and Matthew Broderick, worked the red carpet, mere mortals were diverted along a separate path where fake paparazzi shot everyone’s digital photo. Computer disks were run to a room nearby where 40 technicians printed the photos and inserted them into commemorative frames, which guests could pick up at the end of the evening.
After the film, revelers moved to the sleek wood-and-stone food court. Sequoia, which worked closely with Westfield’s director of marketing, Karl Schloessman, took its cue from the venue’s modernist design in planning the decor. “I think it’s extremely innovative, a cutting-edge look, futuristic, but not cold,” said Cecchetto, who teamed up with project manager Gary Levitt. The sprawling space was outfitted with brown geometric couches, Lucite tables, and glass-column vases filled with one of six floral arrangements, including calla lilies and succulents.
In a cavernous adjoining space targeted for a Borders Bookstore, Sequoia created a separate, more intimate environment, where sound was softened by black carpet and guests lounged on white furniture under large white paper lanterns shot with red and purple lighting. While Norm Roper’s bands Splash and Combolux played pop music and jazz in the two spaces, Wolfgang Puck Catering manned 30 buffets with Italian, Asian, and Spanish spreads as well as desserts. The event raised $600,000 for UCLA’s Jonsson Comprehensive Cancer Center.
Photos: Nadine Froger Photography
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