Microsoft Taps Style Blogger to Design Press Preview

June 21, 2011

As one of the official sponsors of Internet Week, Microsoft had plenty of opportunities to showcase its wares to technology enthusiasts and press at the panels, exhibitions, and parties that filled the agenda June 6 through 13. But, in a bid to turn more heads and illustrate the application of its array of consumer lifestyle products, the electronics corporation hosted a stand-alone reception on June 14, inviting about 200 reporters from a broad cross-section of media to a decor-heavy setting at the Altman Building. Unlike the sleek white environments Microsoft has built for past hardware and software previews, the setting for this event was intentionally decked out with furniture, colorful backdrops, and various accessories, a look crafted by style blogger Heather Clawson of Habitually Chic.

With a space divided into a series of vignettes, the tech giant and Clawson sought to provide context for the latest consumer gadgets and digital solutions. Four residential-style tableaux flaunted software for computers running on Windows, a space modeled after a coffee shop and outdoor café displayed cell phones operating on Windows Phone 7, and several gaming stations were assembled in another section to flaunt the motion-controlled gaming console Kinect for Xbox 360. Microsoft also littered the site with personal touches, such as framed photographs highlighting key moments from 2010.

To complement the distinct areas of the reception, Shiraz Events set up several stations. A table doling out candy in branded bags stood between the kids' room vignettes, cones of different flavored popcorn were handed out from a station beside the Xbox section, and a bar served cocktails in the café space. Additionally, waitstaff passed a variety of savory and sweet hors d'oeuvres, including grilled herb chicken paillard with artichoke mousse, preserved lemon, parsley, and ficelle; seared scallop with sweet corn puree and spring onion on buttered toast rounds; and wine-soaked chocolate cake with ganache and a dried hibiscus petal garnish.

Photo: Courtesy of Microsoft

In a departure from the sleek white environments it has previously used for preview events, Microsoft brought in Heather Clawson of style blog Habitually Chic to fashion a more decor-heavy setting in the Altman Building. A comfy sitting-room area sat at the front of the space with framed photos, a sign on the wall that read "Microsoft Preview" and "Welcome," and a photo frame bearing instructions on which Twitter hashtag to use when tweeting.

Photo: BizBash

Another lounge sat on the other side of the check-in area and, in addition to a DJ booth and couch seating, offered a wall of photos. The photos represented key events from year before, including the introduction of PC operating system Windows 7 and the Katy Perry concert that marked the launch of Windows Phone 7.

Photo: BizBash

The rest of the reception site was devoted to showcasing Microsoft's various products and how they fit into a normal consumer lifestyle. To illustrate part of this concept, a series of residential-style vignettes was set up, each featuring a framed description of a fictional consumer. For instance, accompanying the section styled after a family room was a quick story about parents Susan and Brad and how they incorporate Windows Live Mesh and Windows Media Player into their home life.

Photo: Courtesy of Microsoft

In the space for fictional teenager Eric, music posters, headphones, and a laptop showing a video game set the scene for the tech giant to flaunt Internet Explorer 9 and the smart DJ feature of its digital music media brand Zune.

Photo: BizBash

Clawson also styled a vignette for a tween girl, adding pink accents to a mostly white desk space that depicted how consumers would use Microsoft's parental monitoring software for Windows.

Photo: Courtesy of Microsoft

In the area set for college freshman Amy, a laptop and larger touch-screen PC were designed to highlight how consumers can sync files through Windows Live Mesh and OneNote.

Photo: BizBash

Food and drink were spread throughout the space, including one table that held glass jars of candy and branded bags.

Photo: BizBash

A sparse officelike area served as the spot where Microsoft representatives gave guests a guided tour of the new versions of Microsoft Office for Windows and Mac.

Photo: BizBash

A simple flat-screen monitor mounted to a wall was intended to communicate the ease of using Microsoft's search engine Bing.

Photo: Courtesy of Microsoft

Although the majority of Microsoft products are software, the event also showcased the technology company's hardware, including a collection of computer mice decorated with graphics from five international artists.

Photo: BizBash

To put phones operating on Windows Phone 7 in a consumer context, one area of the Altman Building was modeled after an outdoor café. An enormous photo backdrop served as a striking visual element.

Photo: BizBash

In the café, Microsoft placed the phones on patio tables beside metal buckets of sunflowers. Attendees roaming the reception could sit at the tables and play with the devices, while sipping on cocktails provided at a nearby bar.

Photo: BizBash

As a playful take on a typical coffee bar, Microsoft and Clawson displayed more phones operating on Windows Phone 7 alongside serving pump flasks, napkins, and coffee stirrers.

Photo: Courtesy of Microsoft

The largest stretch of space for the event was used to display Xbox Kinect consoles and allow guests to try out the games.

Photo: Courtesy of Microsoft

To match the gamer vibe in the Xbox area, a food station held cones of popcorn.

Photo: BizBash

During the three-hour event, waitstaff passed savory and sweet hors d'oeuvres, including a cabana Caprese bite of melon, fresh mozzarella, and micro basil (pictured); leek and asparagus tart with truffled mousse and shaved asparagus; and lemon ricotta poppyseed cheesecake with fresh raspberry, a graham cracker crust, and dusted with powdered sugar.

Photo: BizBash