On Sunday, the Academy Awards garnered big ratings, becoming the most-watched telecast in five years. Jumping on the band wagon for a week's worth of events around the ceremony were brands such as Angeleno and E! Entertainment Television, which hosted events at the new W Hollywood, not far from the Kodak Theatre. M.A.C. honored nominee—and future winner—Mo'Nique at a luncheon at Philippe Chow, and the Haven360 gift and hospitality program took to the Andaz. AIDS Project Los Angeles raised funds at the Abbey, and Children Uniting Nations at the Beverly Hilton.
A luncheon honoring Mo\'Nique at Philippe Chow
Photo: Casey Rodgers/AP Images for M.A.C. Cosmetics
E! held its Oscar night party at new nightclub Drai's Hollywood at the W Hollywood, which opens to the public March 11. Big Time Affairs handled red carpet production and Evolutionary Media Group handled PR.
Photo: Courtesy of E! Entertainment Television
Yummy Cupcakes supplied the desserts—topped with tiny white envelopes and star-shaped confections—for the E! party. R. Jack Balthazar handled decor and flowers, and Benji Madden and DJ Vice spun. Grey Goose, Bacardi, Perrier Jouet, and DeLeon Tequila supplied the cocktails.
Photo: Courtesy of E! Entertainment Television
On March 6, actress Shondrella Avery hosted an intimate women's luncheon for Oscar nominee (and future winner) Mo'Nique, at Philippe Chow with M.A.C. Cosmetics. In honor of Mo'Nique's performance and for bringing awareness to HIV/AIDS through Precious, M.A.C. Cosmetics is donating $25,000 in her name to Women Alive, a group for women of color living with HIV.
Photo: Casey Rodgers/AP Images for M.A.C. Cosmetics
A string quartet performed at Philippe Chow for the luncheon honoring Mo'Nique. Oprah Winfrey—a presenter at the Oscars—was among the guests. John Demsey, group president of the Estée Lauder Companies and chairman of the M.A.C. AIDS Fund, was on hand to present the grant.
Photo: Casey Rodgers/AP Images for M.A.C. Cosmetics
SBE and the Abbey Food & Bar hosted its annual Oscar viewing party, "The Envelope Please," a benefit for AIDS Project Los Angeles. Guests joined Abbey founder and president David Cooley for a viewing dinner that transformed for an after-party.
Photo: Angela Weiss
Angeleno took its gift and hospitality suite to the new W Hollywood. Marketing director Lisa Gild oversaw the production with Tiffany Cohen and Harmonie Krieger. Luna Gardens supplied the flowers.
Photo: Monique Michaels
Haven360 took to the Andaz for three nights and two days of suites and events created by A-List Communications president David Manning. Also tucked away inside: Backstage Creations' gifting lounge, arranged by former talent broker Karen Wood, which attempted to entice top-name talent with high-end gifts like a vacation at the Hilton Moorea Lagoon Resort & Spa.
Photo: Eric Lamph
Former American Idol contestant Elliott Yamin returned from Chile after the earthquake there to perform at Children Uniting Nations' benefit Oscar-night event at the Beverly Hilton.
Photo: Johnny Nunez
Guests of Children Uniting Nations' viewing dinner ended the meal with layered desserts in martini glasses.
Photo: Johnny Nunez
Children Uniting Nations also hosted a Candy Land-theme suite, with a cake from Hansen's and decor from Carrie Zack Events.
Photo: Johnny Nunez
