Miramax may no longer employ Bob and Harvey Weinstein, but the brothers still know how to throw a party. They hosted their first Golden Globes fete under their newly formed company, the Weinstein Company—a marathon viewing and after-party cohosted with Glamour magazine, E! Entertainment television, and L’Oréal Paris. (In November, the cosmetics giant inked a deal to sponsor all the Weinstein and Dimension films in exchange for high-profile event sponsorship rights.) The Weinstein Company’s Liz Biber worked with Best Events’ Jeffrey Best to produce the party at the Beverly Hilton’s kitschy Polynesian-theme restaurant Trader Vic’s and under an adjacent tent over its parking lot—just as Miramax had done in the past. (Former Miramax planner Dina Wise managed some.phpects of the party.)
Glamour’s influence dominated the viewing party (for an intimate group of 125 or so), which featured blowups of vintage magazine covers on the walls and filmy red treatments over the restaurant’s windows for an overall rosy look. The party received a live feed of the awards presentation, going on in the hotel’s International ballroom. Footage ran on flat-panel televisions as well as on round-edged vintage-style sets around the space. L’Oréal took over the women’s restrooms to create a lounge for female guests with makeup applications and product giveaways.
For the after-party, hundreds more joined the group, which primarily moved from the restaurant to the 40- by 110-foot tent. Best went with a vintage 1940’s look, bringing in potted banana palm plants in big brass pots, gilded mirrors, and heavy velvet draping. Cushy furniture looked romantic in shades of dark maroon and gold.
E! set up a 10- by 20-foot tent—where the network conducted celebrity interviews—that mimicked a greenhouse, with its poles covered in flowers from R. Jack Balthazar. Tiered fountains from Greenset and E!-logoed topiaries gave the space an English garden look. “We wanted to make people flow inside and out,” said E!’s associate director of special events and promotions, Wendy Schellinger. “So we wanted to make the outdoor area as inviting as possible.”
—Alesandra Dubin
Photos: Lester Cohen/WireImage
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Glamour’s influence dominated the viewing party (for an intimate group of 125 or so), which featured blowups of vintage magazine covers on the walls and filmy red treatments over the restaurant’s windows for an overall rosy look. The party received a live feed of the awards presentation, going on in the hotel’s International ballroom. Footage ran on flat-panel televisions as well as on round-edged vintage-style sets around the space. L’Oréal took over the women’s restrooms to create a lounge for female guests with makeup applications and product giveaways.
For the after-party, hundreds more joined the group, which primarily moved from the restaurant to the 40- by 110-foot tent. Best went with a vintage 1940’s look, bringing in potted banana palm plants in big brass pots, gilded mirrors, and heavy velvet draping. Cushy furniture looked romantic in shades of dark maroon and gold.
E! set up a 10- by 20-foot tent—where the network conducted celebrity interviews—that mimicked a greenhouse, with its poles covered in flowers from R. Jack Balthazar. Tiered fountains from Greenset and E!-logoed topiaries gave the space an English garden look. “We wanted to make people flow inside and out,” said E!’s associate director of special events and promotions, Wendy Schellinger. “So we wanted to make the outdoor area as inviting as possible.”
—Alesandra Dubin
Photos: Lester Cohen/WireImage
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The Weinstein Company’s Golden Globes viewing and after party featured an English garden look outside—mixed with a variety of other styles in the Beverly Hilton’s Trader Vic’s restaurant and an adjacent tent.
Under the 40- by 110-foot tent, Best Events went with a vintage 1940's look, bringing in potted banana palm plants in big brass pots, gilded mirrors, and heavy velvet draping.
Blowups of vintage Glamour magazine covers decked the walls.
