BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Amfar Gala Gets Tech Boost From Microsoft Partnership

The Foundation for AIDS Research held its New York Inspiration gala at the Plaza, taking over a number of the historic spot's spaces for a fashion show, reception, silent auction, and dinner that used Microsoft's new Surface tablet.

Jim Shi
June 17, 2013

Harnessing the power of technology thanks to a first-ever informal partnership with Microsoft, Thursday night’s fourth-annual New York Amfar Inspiration Gala, held at the Plaza, drew a diverse cross section of the worlds of fashion, design, finance, and art, all of which helped the M.A.C. Viva Glam-sponsored black-tie evening raise close to $1 million for the AIDS organization.

Uma Thurman, Thom Browne, Olivier Theyskens, Ireland Baldwin, Roberto Bolle, Estée Lauder Company group president John Demsey, and Amfar chairman Kenneth Cole were just a few of the names in attendance for the nearly five-hour program honoring Jennifer Lopez, Valentino, and Alan Cumming for their contribution to AIDS awareness capped off by a performance by Carly Rae Jepsen.

After two years at the New York Public Library, the move to the Plaza was not made without careful consideration. "The library offered us an amazing runway, but we were bursting at the seams," said event producer Josh Wood of Josh Wood Productions, "and to do a fashion show properly with that two-city-block runway made it a bit too long, time-wise."

The juxtaposition between the hotel's stately architecture and an of-the-moment fashion-cum-music event also made for tremendous visual appeal. "Having an edgy and hard masculinity against this massive baroque venue more aligned with debutante balls and teatime felt very fresh and cool," Wood said. "I thought it'd be fun to bring this crowd to an institution that's classic New York—and one that they probably don't visit often, if ever."

Throughout the night, guests visited nearly all of the hotel's iconic rooms. Following a cocktail hour in the historic Oak Room, a tightly edited 54-look fashion show—this year's theme was "interpretive camouflage and military tailoring"—commenced via a 150-foot-long runway that stretched from the gilded Terrace Room into the stained-glass-filled Palm Court. "Having it at the Plaza softened and debunked the harshness of the whole military theme," Wood said.

Upstairs in the grand ballroom, where a seated dinner was awash in shades of amber light, guests were able to experience the 85 Microsoft Surface tablets on hand; the high-tech gadgets were placed as centerpieces at each of the 43 tables and allowed guests to take photos to upload to social media. "We've never had a technology component," said Wood, who brought Microsoft and Amfar together after the former tapped Wood as one of their "influential New Yorkers."

"Josh, a great evangelist of Windows and Surface, was definitely the person behind our partnership with Amfar on the Inspiration Gala," said Ed Chase, group marketing manager at Microsoft, whose tablets were utilized for guest check-in as well as in coordinating dinner seating and the silent auction presentation. Being so visible in front of a highly coveted audience of influencers is important to many brands, but Chase said Microsoft got involved because the synergy was right. "We were very careful not to introduce technology for technology's sake and made sure everything we did added value and efficiency during the event," he said. "Using technology to help provide a positive guest experience and raise additional funds to help AIDS research is why we used Windows and Surface at this event."

Microsoft wasn't the only new inductee into the gala. New vendors brought onboard this year included Raúl Ávila for flowers and Bentley Meeker Lighting & Staging, the hotel's contracted lighting, video, and audio provider.

Build out to tear down, meanwhile, took one full day.

As for future partnerships for Amfar's global event series, Wood alluded to Microsoft's continuing involvement with the Inspiration Galas, which, in addition to taking place in New York, Los Angeles, and São Paulo, will also be hosted in Toronto and Rio de Janeiro this fall.

The 54-look, 'interpretive camouflage and military tailoring'-themed runway show for approximately 450 guests took place in the 4,680-square-foot Terrace Room on the main level. Produced by Josh Wood Productions, part of the Plaza's appeal was the juxtaposition of the baroque architecture and gilded details with the modern designs by some of the world's most fashion-forward designers.
The 54-look, "interpretive camouflage and military tailoring"-themed runway show for approximately 450 guests took place in the 4,680-square-foot Terrace Room on the main level. Produced by Josh Wood Productions, part of the Plaza's appeal was the juxtaposition of the baroque architecture and gilded details with the modern designs by some of the world's most fashion-forward designers.
Photo: Kevin Tachman
Microsoft's contribution of 85 Surface tablets helped pave the way for an efficient and fuss-free electronic check-in system; it also served as an eco-friendly nod to reducing paper use. The 'Surface' logo was also displayed on the step-and-repeat backdrop.
Microsoft's contribution of 85 Surface tablets helped pave the way for an efficient and fuss-free electronic check-in system; it also served as an eco-friendly nod to reducing paper use. The "Surface" logo was also displayed on the step-and-repeat backdrop.
Photo: Jemal Countess/Wire Image
Cocktail hour in the Oak Room drew a diverse crowd of names from the fashion and arts communities, including guests like Liza Minnelli, Uma Thurman, and Thom Browne. The gala utilized nearly all of the Plaza's famed public spaces, giving attendees the opportunity to rediscover the hotel in the process.
Cocktail hour in the Oak Room drew a diverse crowd of names from the fashion and arts communities, including guests like Liza Minnelli, Uma Thurman, and Thom Browne. The gala utilized nearly all of the Plaza's famed public spaces, giving attendees the opportunity to rediscover the hotel in the process.
Photo: Kevin Tachman
Vodka sponsor Ketel One displayed its product in the cocktail hour in the Oak Room. The brand encouraged guests to interact on social media with a sign displaying its Twitter handle.
Vodka sponsor Ketel One displayed its product in the cocktail hour in the Oak Room. The brand encouraged guests to interact on social media with a sign displaying its Twitter handle.
Photo: Kevin Tachman
More than a dozen Microsoft Surface tablets were utilized during the silent auction, where guests could electronically peruse and view details of items that would otherwise be difficult to illustrate, including full runway outfits and destination vacation packages.
More than a dozen Microsoft Surface tablets were utilized during the silent auction, where guests could electronically peruse and view details of items that would otherwise be difficult to illustrate, including full runway outfits and destination vacation packages.
Photo: Jemal Countess/Wire Image
With assignments programmed into the Microsoft Surface tablets, guests could easily get their dinner table numbers. In keeping with the night's theme, a camouflage graphic was displayed on the home screen of each tablet.
With assignments programmed into the Microsoft Surface tablets, guests could easily get their dinner table numbers. In keeping with the night's theme, a camouflage graphic was displayed on the home screen of each tablet.
Photo: Kevin Tachman
Staffers were specially trained to operate the Microsoft Surface tablets, and each table featured the new technology in which guests could peruse the auction items, learn more about the evening's honorees and the Amfar Inspiration Gala, and take photos to upload to social media platforms. 'Our objective was to add value and enhance the guest experience with technology throughout the evening,' said Ed Chase, Microsoft's group marketing manager.
Staffers were specially trained to operate the Microsoft Surface tablets, and each table featured the new technology in which guests could peruse the auction items, learn more about the evening's honorees and the Amfar Inspiration Gala, and take photos to upload to social media platforms. "Our objective was to add value and enhance the guest experience with technology throughout the evening," said Ed Chase, Microsoft's group marketing manager.
Photo: Kevin Tachman
Floral designer Raúl Ávila, perhaps best known for his work on the Met's annual Costume Institute Gala, came onboard for the first time, creating simple but bountiful peony centerpieces in different hues that sat on each of the 43 dinner tables.
Floral designer Raúl Ávila, perhaps best known for his work on the Met's annual Costume Institute Gala, came onboard for the first time, creating simple but bountiful peony centerpieces in different hues that sat on each of the 43 dinner tables.
Photo: Kevin Tachman
Carrying through the evening's military-camouflage theme, Bentley Meeker projected an abstract camouflage motif on the ceiling of the Plaza's gilded grand ballroom, which was bathed in amber light. Projection screens erected in each corner of the room ensured an unobstructed view for all guests.
Carrying through the evening's military-camouflage theme, Bentley Meeker projected an abstract camouflage motif on the ceiling of the Plaza's gilded grand ballroom, which was bathed in amber light. Projection screens erected in each corner of the room ensured an unobstructed view for all guests.
Photo: Kevin Tachman
Catered by the Plaza's in-house food and beverage teams, the event's menu included beet ravioli with Westfield Farm goat cheese (pictured), pickled greens and mezze arugula, roast lemon chicken with rapini and leek and spring pea risotto, and, for dessert, a red velvet crunch cake bar and roasted plums.
Catered by the Plaza's in-house food and beverage teams, the event's menu included beet ravioli with Westfield Farm goat cheese (pictured), pickled greens and mezze arugula, roast lemon chicken with rapini and leek and spring pea risotto, and, for dessert, a red velvet crunch cake bar and roasted plums.
Photo: Kevin Tachman
Latest in Experiential Marketing, Activations & Sponsorships
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
2025 Industry Innovators Article Image Brands
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
Related Stories
Ny Joshwood Picture 3png
Home
Video: Event Innovator Josh Wood on Launching Amfar's Ambitious New Global Gala Series
Cyndi Lauper performing
New York
Amfar Launches Annual, Multimarket Events With Leather Gala
Gary (pictured, left) and Tom aim to bring people together through the common joy of partying at their 'decentralized' dance parties, roving events where hundreds of people carry synchronized boom boxes through a city.
Experiential Marketing, Activations & Sponsorships
Could a Dance Party Save the World? These Dudes Think So
170211596
Experiential Marketing, Activations & Sponsorships
Vines Come to Life at This Los Angeles Ball
More in Experiential Marketing, Activations & Sponsorships
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Millennials, this one's for you. The streamer welcomed thousands of guests during a four-day experience celebrating its beloved '90s and '00s IP.
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
These companies broke through the noise with creative activations, events, and experiences that engaged attendees, fans, and consumers.
2025 Industry Innovators Article Image Brands
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The popular game has been turned into an interactive in-person experience that just opened in Canada.
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Here’s a look at some steal-worthy ideas we spotted in June 2025.
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Most Popular
Brands & Event Pros
Industry Innovators 2025: Sephora
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Sports
See Inside Sport Beach—The Game-Raising Activation That Had Everyone Talking at Cannes Lions
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
Washington, D.C., is hosting this year’s WorldPride celebration.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.