Young Hollywood played nice at T-Mobile’s April 13 Sidekick iD launch, which presented guests like Adam Brody, the Olsen twins, and Ashlee Simpson with a series of playscapes featuring numerous games and activities. T-Mobile USA manager of entertainment marketing and promotions Cassie Jenkins turned to Brent Bolthouse to create a party playground targeting a young demo. “We thought of all the things kids love to do,” Bolthouse said. “We had to figure out how to keep the ADD generation occupied for three hours.”Hyperactive folks could indeed keep busy at the launch, which took over Ivar Studio with three distinct environments, including a game room stocked with arcade classics, skee-ball, pool and air hockey tables, and a series of board
games including Twister and Jenga. In a neighboring room, guests could stop by interactive and service-oriented stations such as the barber shop, or a beauty parlor manned by Two-Faced Cosmetics makeup artists who treated guests to touch-ups (we heard Ian Ziering stopped by for a playful touch of eyeliner) and handed out the brand’s lip glosses. To keep greedy types from going back for more, planners gave everyone wristbands printed with icons of each station, which staffers marked off when guests received a service. Attendees could also receive henna tattoos, have their snapshots taken for a mock magazine cover emblazoned with the T-Mobile Sidekick iD logo, and customize vintage T-shirts and friendship bracelets
(a nod to the Sidekick iD’s customizable features, like interchangeable backs in varying colors).
A third area housed a neon-checkered dance floor, where attendees danced to sets spun onstage by DJ Steve Aoki and the MisShapes and congregated for a performance by Fall Out Boy.
For those low on energy after touring the abundance of entertainment options, a candy shop and “Coffeekick” station provided an extra sugar rush or caffeine boost to keep them going throughout the night.
—Rosalba Curiel
Posted 04.19.07
Photos: Mark Davis /Getty Images
A third area housed a neon-checkered dance floor, where attendees danced to sets spun onstage by DJ Steve Aoki and the MisShapes and congregated for a performance by Fall Out Boy.
For those low on energy after touring the abundance of entertainment options, a candy shop and “Coffeekick” station provided an extra sugar rush or caffeine boost to keep them going throughout the night.
—Rosalba Curiel
Posted 04.19.07
Photos: Mark Davis /Getty Images
Mark Davis/Getty Images
Bright colors and the new gadget’s logo dressed the stage.
The folks from Floyd’s Barber Shop gave complimentary haircuts and close shaves.
The T-Mobile Sidekick iD logo decorated pool tables.
Guests played board games on high Lucite tables lit from within.
