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  1. Production & Strategy
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Brand integration

June 17, 2018
The 54th Annual Grammy Awards
The 54th Annual Grammy Awards
In what executive producer Ken Ehrlich described as a "respectful musical tribute" to Whitney Houston, Jennifer Hudson performed a dramatic but spare homage to the pop singer, illuminated by a single spotlight on the Grammy stage at Staples Center.
Photo: Robyn Beck/AFP/Getty Images
The Recording Academy's Grammy Celebration
The Recording Academy's Grammy Celebration
The official after-party for 5,000 guests took to the Los Angeles Convention Center with a Rio carnival theme. The colorful look was inspired by the travels of the Recording Academy's Branden Chapman, who is among the co-producers of the event with Along Came Mary. "Last year following the awards, I traveled to Argentina and Brazil, ending the experience with a few nights in Rio de Janeiro during carnival," he said. "The culture is extremely vibrant, and the celebration is like no other. Trying to harness this into one space and time was a challenge, but witnessing it first hand left me awestruck and inspired for this year’s theme."
Photo: Line 8 Photography
The Recording Academy's Grammy Celebration
The Recording Academy's Grammy Celebration
Working with the Recording Academy's producers, Along Came Mary transformed the vast convention space, the size of three football fields, with dancers, acrobats, aerialists, projections, elevated lounges, and floor-to-ceiling water walls.
Photo: Line 8 Photography
The Recording Academy's Grammy Celebration
The Recording Academy's Grammy Celebration
Performers shimmied on every available surface. Furthering the Brazilian theme was Along Came Mary's menu, which included a churrascaria station and versions of other traditional Brazilian dishes. About 500 servers and 400 culinary staff were on hand to execute the catering, which sprawled over 50 buffets.
Photo: Line 8 Photography
The Recording Academy's Grammy Celebration
The Recording Academy's Grammy Celebration
Near the party's entrance, a model in Brazilian costume wore a prop headdress that seemed to extend almost to the ceiling.
Photo: Line 8 Photography
The Recording Academy's Grammy Celebration
The Recording Academy's Grammy Celebration
The central decor piece was a 60-foot-long, multitiered stationary float covered with glittering fabric. Decor elements soared to 25 feet in the air from the structure, which doubled as a two-sided projection screen and carry 30 costumed performers, dancers, and drummers. Entertainment Plus Productions handled the performance art choreography for the event.
Photo: Line 8 Photography
The Recording Academy's Grammy Celebration
The Recording Academy's Grammy Celebration
MasterCard Worldwide brought artists to the MasterCard stage, as well as in the MasterCard Jazz Lounge. Performances included Kenny Loggins, OneRepublic, DJ Michelle Pesce, and members of the Jazz at Lincoln Center Orchestra. Waste Management returned as a sponsor of the after-party and collected all recyclable materials in keeping with the Recording Academy's green initiatives. ShowPro handled the lighting and video production, and ATK Audiotek took over the sound production for the bash.
Photo: Line 8 Photography
Clive Davis and the Recording Academy Pre-Grammy Gala
Clive Davis and the Recording Academy Pre-Grammy Gala
Sony Music Entertainment chief creative officer Clive Davis spoke at the event, calling for a moment of silence for Whitney Houston, who had been scheduled to attend but died on the Beverly Hilton property only hours before.
Photo: Jason Merritt/Getty Images
Clive Davis and the Recording Academy Pre-Grammy Gala
Clive Davis and the Recording Academy Pre-Grammy Gala
The event changed character after Houston's death, with producer Branden Chapman navigating significant changes to the performance lineup after several entertainers said they could not or would not go on in light of the circumstances.
Photo: Lester Cohen/WireImage
Clive Davis and the Recording Academy Pre-Grammy Gala
Clive Davis and the Recording Academy Pre-Grammy Gala
Alicia Keys was among the performers who also spoke about Whitney Houston.
Photo: Michael Kovac/WireImage
Clive Davis and the Recording Academy Pre-Grammy Gala
Clive Davis and the Recording Academy Pre-Grammy Gala
Harman, Hilton Hotels & Resorts, Hyundai, and MasterCard Worldwide sponsored.
Photo: Lester Cohen/WireImage
Clive Davis and the Recording Academy Pre-Grammy Gala
Clive Davis and the Recording Academy Pre-Grammy Gala
The gala and Salute to Industry Icons honored Richard Branson.
Photo: Michael Kovac/WireImage
Cash Money Records Pre-Grammy Party
Cash Money Records Pre-Grammy Party
To celebrate its many Grammy nominations, Cash Money Records co-C.E.O.s Bryan “Birdman” Williams and Ronald “Slim” Williams hosted their third annual pre-awards event at Paramount.
Photo: Adrian Sidney/PictureGroup
Cash Money Records Pre-Grammy Party
Cash Money Records Pre-Grammy Party
Colin Cowie produced the over-the-top spectacle for guests including nominees Lil Wayne, Nicki Minaj, and Drake. The party had a Parisian look and feel that appeared envisioned by Las Vegas developers—themey, opulent, and a little bit tongue in cheek. Catering from Jackson Catering included a creperie station and another hearty dinner station surrounded by bistro-style seating, reminiscent of a French sidewalk cafe. There were five mock bistros in all. Servers wore berets to complete the look.
Photo: Adrian Sidney/PictureGroup
Cash Money Records Pre-Grammy Party
Cash Money Records Pre-Grammy Party
The event included a burlesque dance performance mashup that began with the French national anthem followed by routines to Drake's "Motto" and Nicki Minaj's "Super Bass." There were also surprise performances by Drake, Lil Wayne, and Eryka Badu. Actress Taraji P. Henson served as the evening's host. And in tribute to Whitney Houston, the entire party paused for multiple moments of silence.
Photo: Adrian Sidney/PictureGroup
Cash Money Records Pre-Grammy Party
Cash Money Records Pre-Grammy Party
Digital screens, including a retractable LED chandelier that draped the stage, displayed images such as the Eiffel Tower emblazoned with YMCMB (Young Money Cash Money Billionaires) logos. And 14-foot white cherry blossom trees stood sentry.
Photo: Adrian Sidney/PictureGroup
Cash Money Records Pre-Grammy Party
Cash Money Records Pre-Grammy Party
Backdrops around the sound stage lent the look of a Paris street scene, with "La Maison De Cash Money" signage covering some of the shop facades. Gold lame furnishings, opulent chandeliers, and red roses on tabletops rounded out the look. Messages like "riche & fabuleaux" emblazoned cocktail napkins.
Photo: Adrian Sidney/PictureGroup
Cash Money Records Pre-Grammy Party
Cash Money Records Pre-Grammy Party
The assembled crowd entered the party through a faux cobblestone walkway, passing a 10-foot gold fountain.
Photo: Adrian Sidney/PictureGroup
MusiCares Person of the Year Tribute to Paul McCartney
MusiCares Person of the Year Tribute to Paul McCartney
The annual MusiCares benefit tribute took to the Los Angeles Convention Center on Friday.
Photo: Jason Merritt/Getty Images
MusiCares Person of the Year Tribute to Paul McCartney
MusiCares Person of the Year Tribute to Paul McCartney
Katy Perry was among the big-name performers on the event's lineup.
Photo: Jason Merritt/Getty Images
MusiCares Person of the Year Tribute to Paul McCartney
MusiCares Person of the Year Tribute to Paul McCartney
The cast of Cirque du Soleil's Beatles show, Love, performed.
Photo: Jason Merritt/Getty Images
Pepsi's "We (Heart) Pop" Grammy Party
Pepsi's 'We (Heart) Pop' Grammy Party
Pepsi hosted a party at Carondelet House on Friday night celebrating new artists. Pepsi, Pandora, and the Recording Academy recently launched an original-content video series showcasing the 54th Grammy "Best New Artist" nominees, including Band Perry, Bon Iver, J. Cole, Nicki Minaj, and Skrillex.
Photo: Charley Gallay and Alberto Rodriguez/WireImage
Pepsi's "We (Heart) Pop" Grammy Party
Pepsi's 'We (Heart) Pop' Grammy Party
Pepsi logos and heart signage filled the space.
Photo: Charley Gallay and Alberto Rodriguez/WireImage
Pepsi's "We (Heart) Pop" Grammy Party
Pepsi's 'We (Heart) Pop' Grammy Party
Pepsi-logo lanterns added color and branding overhead.
Photo: Charley Gallay and Alberto Rodriguez/WireImage
Pepsi's "We (Heart) Pop" Grammy Party
Pepsi's 'We (Heart) Pop' Grammy Party
Soda cans and a logo spelled out the party's messages.
Photo: Charley Gallay and Alberto Rodriguez/WireImage
Pepsi's "We (Heart) Pop" Grammy Party
Pepsi's 'We (Heart) Pop' Grammy Party
Signature cocktails stayed on message.
Photo: Charley Gallay and Alberto Rodriguez/WireImage
Pepsi's "We (Heart) Pop" Grammy Party
Pepsi's 'We (Heart) Pop' Grammy Party
Taryn Manning & Manufactured Superstars kept the energy up at the Pepsi party, while guests checked out various interactive activities, like viewing the "Best New Artist" video series on Pandora using Sony tablets and making a flip book at a photo station.
Photo: Charley Gallay and Alberto Rodriguez/WireImage
Delta Pre-Grammy Party
Delta Pre-Grammy Party
Delta Air Lines, the official airline of the Grammys, celebrated L.A.'s music industry on Thursday with a reception at Getty House.
Photo: Courtesy of Delta Air Lines
Delta Pre-Grammy Party
Delta Pre-Grammy Party
Delta showed off its BusinessElite seats in a lounge intended to allow guests to experience the seats' comfort.
Photo: Courtesy of Delta Air Lines
Delta Pre-Grammy Party
Delta Pre-Grammy Party
Red velvet raspberry cake pops topped with Pop Rocks from Patina Catering were a hit at the event. Chef Michael Chiarello of Bottega catered the savory offerings.
Photo: Courtesy of Delta Air Lines
Delta Pre-Grammy Party
Delta Pre-Grammy Party
Guests scooped up cocktails at a bar faced with Delta Sky Club signage.
Photo: Courtesy of Delta Air Lines
Delta Pre-Grammy Party
Delta Pre-Grammy Party
Raphael Saadiq performed at the event for notables including Cee Lo Green, Magic Johnson, Buzz Aldrin, and Mayor Antonio Villaraigosa.
Photo: Courtesy of Delta Air Lines
Belvedere Pre-Grammy Party
Belvedere Pre-Grammy Party
Belvedere hosted a big pre-Grammy party at Avalon Hollywood to celebrate its partnership with (RED). It was the first of a series of activities to raise proceeds for the Global Fund, financier of programs to fight HIV/AIDS in Africa.
Photo: Christopher Polk/Getty Images For (Belvedere) RED
Belvedere Pre-Grammy Party
Belvedere Pre-Grammy Party
Mary J. Blige was the event's headline performer, delivering a 10-song set including hits like “No More Drama” and “You Bring me Joy."
Photo: Charley Gallay/Getty Images For (Belvedere) RED
Belvedere Pre-Grammy Party
Belvedere Pre-Grammy Party
Fans worldwide could watch Blige's performance live on Facebook this year though a live stream setup. Production for the large-scale Belvedere event came from Mission and Event Eleven.
Photo: Alberto E. Rodriguez/Getty Images For (Belvedere) RED
Belvedere Pre-Grammy Party
Belvedere Pre-Grammy Party
Following Blige's performance at Avalon, DJ Skrillex began spinning for the after-party.
Photo: Christopher Polk/Getty Images For (Belvedere) RED
Belvedere Pre-Grammy Party
Belvedere Pre-Grammy Party
The after-party included a surprise performance by Sheila E.
Photo: Christopher Polk/Getty Images For (Belvedere) RED
"Friends 'N' Family" Music Industry Party
'Friends 'N' Family' Music Industry Party
On Friday, an array of music industry executive hosts celebrated the Grammys with their 15th annual "Friends 'N' Family" event at Paramount, with charity beneficiary Rock the Vote.
Photo: Guest of a Guest
"Friends 'N' Family" Music Industry Party
'Friends 'N' Family' Music Industry Party
Live entertainment included DJ sets by the likes of Robyn and Freeschool and a live performance by Kreayshawn. Jennifer Gross of Evolutionary Media Group was among the hosts, and her team handled the event's PR.
Photo: Guest of a Guest
'Los Angeles Confidential' Pre-Grammy Party
'Los Angeles Confidential' Pre-Grammy Party
Niche Media's Los Angeles Confidential magazine and Porteon Electric Vehicles celebrated Tony Bennett's Grammy nominations with a party at Crustacean Beverly Hills on Thursday.
Photo: Courtesy of Ciroc Ultra Premium Vodka
'Essence' "Black Women in Music" Party
'Essence' 'Black Women in Music' Party
Essence honored Kelly Rowland and Sylvia Rhone at the third annual event at the Belasco. Rowland performed a set that included hits like “Dilemma" and final song “Like This,” which brought a guest performance from Eve. MC Lyte served as DJ.
Photo: Line 8 Photography
'Essence' "Black Women in Music" Party
'Essence' 'Black Women in Music' Party
Supper club-style seating made for an intimate environment. The mag's New York-based event marketing director, Candace Purdie Montgomery, oversaw the event, with production from Caravents.
Photo: Line 8 Photography
'Essence' "Black Women in Music" Party
'Essence' 'Black Women in Music' Party
My Black Is Beautiful and Lincoln were the party's sponsors. Capital Photo Booth brought a booth with a logoed backdrop, where guests could snap their mugs and upload to social media.
Photo: Line 8 Photography
'Essence' "Black Women in Music" Party
'Essence' 'Black Women in Music' Party
Sponsor Lincoln parked its vehicle inside the venue.
Photo: Line 8 Photography
'Essence' "Black Women in Music" Party
'Essence' 'Black Women in Music' Party
Caravents brought a gold-framed screen to center stage.
Photo: Line 8 Photography
'Essence' "Black Women in Music" Party
'Essence' 'Black Women in Music' Party
Music-inspired gobos illuminated the floor.
Photo: Line 8 Photography
'Essence' "Black Women in Music" Party
'Essence' 'Black Women in Music' Party
The opulent Belasco made for ready-made decor at the Essence event.
Photo: Line 8 Photography
The Recording Academy's "Grammy Glam" Event
The Recording Academy's 'Grammy Glam' Event
The Recording Academy launched a new female-focused event this year intended to integrate music and glamour. Sponsors CoverGirl, Venus, and Olay were represented in beauty-themed rooms throughout MyHouse.
Photo: Courtesy of The Recording Academy®/Wireimage.com © 2012
The Recording Academy's "Grammy Glam" Event
The Recording Academy's 'Grammy Glam' Event
Guests could stop by the CoverGirl lounge for touchups. And the Olay lounge included a Regenerist bar where guests could choose from a variety of antioxidant and rejuvenating cocktails custom made with fresh ingredients by a mixologist.
Photo: Courtesy of The Recording Academy®/Wireimage.com © 2012
The Recording Academy's "Grammy Glam" Event
The Recording Academy's 'Grammy Glam' Event
Models greeted guests in costumes meant to evoke the look of goddesses, on-brand for sponsor Venus. Further integrating the three participating brands was a green screen photo opp that allowed guests to snap images as they would appear on a CoverGirl, Olay, or Venus magazine cover. Live upload to social media and email was available.
Photo: Courtesy of The Recording Academy®/Wireimage.com © 2012
The Recording Academy's "Grammy Glam" Event
The Recording Academy's 'Grammy Glam' Event
Brands' wares were represented in plexi boxes that hung on the wall like art.
Photo: Courtesy of The Recording Academy®/Wireimage.com © 2012
The Recording Academy's "Grammy Glam" Event
The Recording Academy's 'Grammy Glam' Event
DJ Spinderella spun for the crowd.
Photo: Courtesy of The Recording Academy®/Wireimage.com © 2012
The Recording Academy's "Grammy Glam" Event
The Recording Academy's 'Grammy Glam' Event
Producing the party were Grammy event producer Suzy Ann Machado and the new DNA Events Inc.
Photo: Courtesy of The Recording Academy®/Wireimage.com © 2012
Heineken and JetBlue Airways Pre-Grammy Party
Heineken and JetBlue Airways Pre-Grammy Party
In celebration of nominated artists Cut Copy, Wilco, Daft Punk, Maroon 5, and OK GO, New York-based event firm UG and Los Angeles-based DJ collective the Embassy hosted a party at the Hollywood Roosevelt on Saturday. Sponsored by Heineken and JetBlue Airways, the event brought Elijah Wood as DJ.
Photo: Courtesy of Entertainment Fusion Group
The 54th Annual Grammy Awards Gift Lounge
The 54th Annual Grammy Awards Gift Lounge
The Grammy gift lounge at Staples Center ran from Thursday through Saturday, with production by Distinctive Assets and a Candyland-like theme.
Photo: WireImage © 2012
The 54th Annual Grammy Awards Gift Lounge
The 54th Annual Grammy Awards Gift Lounge
Candies and candy-colored flowers lent a springlike look on the first day of the suite, Thursday, when temperatures soared into the 80s around town.
Photo: WireImage © 2012
The 54th Annual Grammy Awards Gift Lounge
The 54th Annual Grammy Awards Gift Lounge
Even male visitors to the suite stopped by to have a nail or two painted with 24-karat gold polish being offered by Red Carpet Manicure (one bottle of the stuff would retail for $5,000); here, musician Rickard Goransson takes advantage. Red Carpet Manicure also gave out gifts of its limited-edition award-inspired polish pack, which includes shades like "I Can't Believe It," "My Thank You Speech," "Award Winning," and "It's a Champagne Night."
Photo: WireImage © 2012
The 54th Annual Grammy Awards Gift Lounge
The 54th Annual Grammy Awards Gift Lounge
Solstice Sunglass Boutique and Safilo USA were among the high-end brands hawking wares to attendees at the Grammys' official lounge. The Candyland-inspired look of the event was meant as a play off the notion that celebrities are like kids in a candy store at such suites, scoring abundant and expensive goodies.
Photo: Alison Buck/WireImage
The 54th Annual Grammy Awards Gift Lounge
The 54th Annual Grammy Awards Gift Lounge
A checkerboard floor popped at the lounge.
Photo: WireImage © 2012
The 54th Annual Grammy Awards Gift Lounge
The 54th Annual Grammy Awards Gift Lounge
Musician Anthony Hamilton, one of many celebrities and executives who stopped by, showed off his moves at the suite.
Photo: WireImage © 2012
The Academy of Motion Picture Arts and Sciences’ 90th Annual Academy Awards
The Academy of Motion Picture Arts and Sciences’ 90th Annual Academy Awards

Production designer Derek McLane used a jaw-hopping 45 million Swarovski crystals in this year’s stage design—which is 40 times more crystals than the past 10 years combined. The design required more than 3,250 hours to fabricate over four weeks, and weighed 15,500 pounds. This year marks the 11th year that sponsor Swarovski has illuminated the Oscars stage.

Photo: Mark Ralston/Getty Images
Academy of Motion Pictures Arts and Sciences’ Governors Ball
Academy of Motion Pictures Arts and Sciences’ Governors Ball

The academy’s annual Governors Ball took place at the Ray Dolby Ballroom at Hollywood & Highland immediately following the Oscars on Sunday. This year’s event—which drew 1,500 winners, nominees, presenters, and other A-listers—honored the award ceremony’s 90th anniversary with a celebration of the history of film. Original, seminal artifacts were on display, as well as footage and stills from iconic movies, costume designs, curated music from every era of filmmaking, and a presentation on the history of Oscar statuettes.

Overseeing the planning for the first time this year was Academy governor Lois Burwell, an Oscar-winning makeup artist. She teamed up with longtime event producer Cheryl Cecchetto of Sequoia Productions, who managed all details of the decor and entertainment for the 29th consecutive year.

According to Cecchetto, decor was kept simple to allow the artifacts to shine. “The tones of the entire room were calm and welcoming—I call them spa colors—so that what would pop are the artifacts that had a pivotal difference in the history of film,” she said. “All these items represented what goes into making a film. The academy even allowed us to take 12 Oscars out of the vault—four of them were Oscars that were built before 1940.”

Photo: Jerry Hayes
Academy of Motion Pictures Arts and Sciences’ Governors Ball
Academy of Motion Pictures Arts and Sciences’ Governors Ball

Decor included 2,000 yards of linens in elegant color tones including Oyster Metallic Mesh, Platinum Gemstone, Champagne Metallic Nusilk, Bronzine Nusilks, Coffee Bark Taffetas, Antique Ivory Taffetas, and Champagne Halo Circle. 

“It was nonstop history, but it was presented with very cutting-edge, modern materials,” explained Cecchetto. “So I consistently used lucite to give the feeling of that was then and this is now.”

Flowers from longtime collaborator Mark's Garden included 5,000 succulents mixed with roses and ranunculus arranged in gold and copper containers. The flowers will later be planted at the Motion Picture Television Fund.

Photo: Jerry Hayes
Academy of Motion Pictures Arts and Sciences’ Governors Ball
Academy of Motion Pictures Arts and Sciences’ Governors Ball

For the 24th consecutive year, chef Wolfgang Puck catered. Eric Klein, Puck's vice president of culinary, worked alongside the famed chef to create more than 60 dishes, from one-bite hors d'oeuvres to small-plate passed entrees. Puck's signature dishes such as smoked salmon Oscars, potato with caviar, and truffle macaroni and cheese returned, alongside new items such as Miyazaki Wagyu beef tartare on puffed black rice, crab-stuffed hibiscus, taro root tacos with spiced eggplant, edamame and black truffle pot stickers, and black bass with salsa verde.

In a change this year, Cecchetto’s team decided that instead of having the dessert buffet on the balcony, massive dessert buffets with live-cooking demonstrations would be displayed on the west side of the ballroom. “It was such a hit,” she said.

See more about this event in our Governors Ball preview story.

Photo: Jerry Hayes
‘Vanity Fair’ Oscars Party
‘Vanity Fair’ Oscars Party

Vanity Fair’s Oscars after-party continued to be the most exclusive bash in town. The Sunday-night event once again took place at a custom-built space between the Wallis Annenberg Center for Performing Arts and City Hall, and was hosted by new Vanity Fair editor Radhika Jones.

A wall of greenery and marquee signage created an instant photo op at one end of the bash, while the rest of the party had simple decor, allowing the unique paneled ceiling and 50-foot bar to take center stage.

Guests dined on fried chicken prepared by chef Thomas Keller, as well as 1,700 In-N-Out Burgers that were served throughout the night.

Photo: Emma McIntyre/VF18/WireImage
Elton John AIDS Foundation Oscars Viewing and After-Party
Elton John AIDS Foundation Oscars Viewing and After-Party

The 26th annual Elton John AIDS Foundation's Academy Awards viewing party, hosted by the singer and David Furnish, took over a 40,000-square-foot tent in West Hollywood Park on Sunday night. Antony Todd Inc. handled the design and production. The event spanned several rooms, including a cocktail lounge with mirrored walls, plush gray couches, and signage promoting sponsor Bulgari.

New this year, longtime vendor Crumble Catering teamed up with the Roca Brothers of the Michelin three-star restaurant El Celler de Can Roca in Girona, Spain, to prepare dinner in a space that later saw a performance by rock band Greta Van Fleet. After the Oscars telecast ended, Alexander Gilkes of Paddle8 conducted a live auction.

The evening raised $5.9 million; over the past quarter-century, the A-list event has raised more than $62 million to help people at risk for or living with H.I.V./AIDS.

Photo: Claire Hoffman/BizBash
Elton John AIDS Foundation Oscars Viewing and After-Party
Elton John AIDS Foundation Oscars Viewing and After-Party

The after-party also took over a space with deep-red lighting and draping, plus a dance floor and a massive disco ball. Illusionist David Jarre and DJ Johnny Dynell entertained the crowd.

Photo: Claire Hoffman/BizBash
Jimmy Kimmel’s Oscars After-Party
Jimmy Kimmel’s Oscars After-Party

Oscars host Jimmy Kimmel hosted his own private party on Sunday night at the Lot in West Hollywood. The venue was transformed into a mini food and cocktail festival, with chefs from Tartine Bakery, Frankies 457 Spuntino & Prime Meats, A.O.C., and more serving Kimmel’s favorite foods and drinks from Tequila Don Julio and Ciroc.

Later, a 14-piece jazz orchestra called Gordon Goodwin’s Big Phat Band took the stage, followed by performances from Snoop Dogg, Rita Ora, and Bebe Rexha. 

Photo: Rich Fury/Getty Images for Jimmy Kimmel
Mercedes-Benz USA Official Oscars Viewing Party
Mercedes-Benz USA Official Oscars Viewing Party

Mercedes-Benz held its annual viewing party on Sunday night at the Four Seasons Los Angeles at Beverly Hills. The evening, which was designed and produced by Sterling Social, offered comfortable seating and big screen TVs, plus passed hors d’oeuvres, a photo booth, and a makeup station. It drew celebrities such as Jamie Foxx, Jane Lynch, and Christoph Waltz. 

Photo: Scott Clark Photo
Mercedes-Benz USA Official Oscars Viewing Party
Mercedes-Benz USA Official Oscars Viewing Party

Sugarfina provided a candy bar with boozy treats such as champagne-filled gummy bears.

Photo: Scott Clark Photo
Mercedes-Benz USA Official Oscars Viewing Party
Mercedes-Benz USA Official Oscars Viewing Party

Guests at the viewing party could vote for their picks for Best Picture.

Photo: Scott Clark Photo
Rolex Oscars Green Room
Rolex Oscars Green Room

Rolex sponsored the Academy Awards green room for the third year, and designed the decor to celebrate the brand’s Swiss heritage. The 100-square-foot space, which was located backstage at the Dolby Theatre, was meant to evoke a chic mountain chalet, with an arched ceiling, velvet sofas, and plenty of wood and bronze details. Photos of celebrities wearing Rolex watches decorated the walls. Event Eleven handled production.

Photo: Ed Carreon
Rolex Oscars Green Room
Rolex Oscars Green Room

Virtual windows in the space looked out on the Matterhorn and other snowy mountains.

Photo: Ed Carreon
'Essence' Black Women in Hollywood Awards
'Essence' Black Women in Hollywood Awards

The magazine hosted its 11th annual Black Women in Hollywood awards on Thursday at the Beverly Wilshire. Intended to honor and celebrate Hollywood's most impactful African-American women, this year's honorees included Lena Waithe, Tiffany Haddish, Danai Gurira, and Tessa Thompson. The full gala was televised on OWN on Saturday night.

While last year’s event switched to an evening gala to honor the award show’s 10th anniversary, this year returned to its standard luncheon format. “The luncheon format is what makes the event distinct,” explained Jovanca Maitland, director of live events and experiential for Essence. “Guests build their schedules around our daytime event, making it a priority.”

Show development and production—including the overall design and fabrication as well as the eye-catching stage backdrop and set design—was handled by AgenC in partnership with the Essence event team.

Photo: Line 8 Photography. All rights reserved.
'Essence' Black Women in Hollywood Awards
'Essence' Black Women in Hollywood Awards

“Each year we build our event around a theme that is celebratory of our honorees,” Maitland said. “This year, with all the buzz around black women leading and directing box office films from action to sci-fi to comedy … we began the creative process with one word in mind—badass. We worked collaboratively with our production partners at AgenC and designed with a color palette of burnt gold, cashew, and botanical greens in mind to give the event a fresh, modern, and bold daytime look and feel. The bold colors are represented in our invitation, step-and-repeat, table decor, and florals, and are key to the stage design.”

Photo: Line 8 Photography. All rights reserved.
'Essence' Black Women in Hollywood Awards
'Essence' Black Women in Hollywood Awards

Sponsors such as L’Oreal, Coca-Cola, and Walmart created eye-catching, interactive stations for luncheon guests.

Photo: Line 8 Photography. All rights reserved.
33rd Film Independent Spirit Awards
33rd Film Independent Spirit Awards

Typically held the day before the Oscars, the Film Independent Spirit Awards honor indie filmmakers. This year's ceremony, held Saturday in a tent on the beach in Santa Monica, handed out top honors to Get Out, Call Me By Your Name, and Three Billboards Outside Ebbing, Missouri. The ceremony took on a blue and orange color scheme, and sponsors included Lindt Chocolate, Fiji Water, and Bulleit Frontier Whiskey.

Photo: Charley Gallay/Getty Images for Lindt Chocolate
33rd Film Independent Spirit Awards’ DirecTV Bungalow Presented by AT&T
33rd Film Independent Spirit Awards’ DirecTV Bungalow Presented by AT&T

The award show’s sponsor, AT&T, expanded its activation this year with a pop-up hospitality suite dubbed the DirecTV Bungalow. Designed and produced by Best Events, the venue served as a pre-awards cocktail station and a place to have trophies engraved after the show.

Photo: Jesse Grant/Getty Images for AT&T
33rd Film Independent Spirit Awards’ DirecTV Bungalow Presented by AT&T
33rd Film Independent Spirit Awards’ DirecTV Bungalow Presented by AT&T

The pop-up, which overlooked the Santa Monica pier, was designed to evoke the feeling of a house in the Hamptons. The AT&T logo was incorporated in a visual way throughout the space.

Photo: Jesse Grant/Getty Images for AT&T
WME Pre-Oscar Soiree
WME Pre-Oscar Soiree

Held at a private residence in Beverly Hills, WME’s pre-Oscar party took place on Friday night. The event drew WME executives, agents, and clients such as Denzel Washington, Octavia Spencer, and Guillermo del Toro, and was designed by Tom Ford Designs and produced by 15/40 Productions. 

Photo: Line 8 Photography. All rights reserved.
Women in Film Pre-Oscar Cocktail Party
Women in Film Pre-Oscar Cocktail Party

Women in Film, a professional organization focused on recognizing and promoting the visions of female creators, held its 11th annual pre-Oscar cocktail party on Friday. Designed and produced by Event Eleven, the event moved to Crustacean Beverly Hills this year—and also marked the opening night for the newly renovated seafood restaurant.

Emma Stone hosted the event with Women in Film president Cathy Schulman, and A-listers such as Viola Davis gave impassioned speeches about the strides women have made in the industry and the work left to be done. The design, which extended to the tented step-and-repeat, had a feminine color palette of teal with pink florals.

Photo: Line 8 Photography. All rights reserved.
Women in Film Pre-Oscar Cocktail Party
Women in Film Pre-Oscar Cocktail Party

The floral-heavy design also tied into the photo booth from MirMir. 

Photo: Line 8 Photography. All rights reserved.
Icon Mann’s Pre-Oscar Event
Icon Mann’s Pre-Oscar Event

On February 27, the lifestyle website Icon Mann hosted a pre-Oscars dinner at the Beverly Wilshire. While the brand’s dinner typically celebrates black men in film, this year’s event also honored former Academy president Cheryl Boone Isaacs with the inaugural Icon Mann Legacy Award. The dinner was hosted by Cedric the Entertainer, and celebrities such as Halle Berry, Kobe Bryant, Common, and Quincy Jones helped honor Isaac’s accomplishments.

W.P. Miller Special Events handled design and production, drawing inspiration from the recent movie Black Panther. Seating in the dining area was designed to form an oversize “X," a nod to the film.

Photo: Curtis J. Moore
Icon Mann’s Pre-Oscar Event
Icon Mann’s Pre-Oscar Event

Tablescapes featured floral arrangements in hues of burgundy with gold accents; the floral design came from Autumn Vine Design, Ron Carter, Eddie Zaratsian, and Tic-Tock Couture Florals. Candlelight accented the custom velvet table linens, and burgundy draping from Pipe Dream Events added an elegant vibe to the entire room. 

“Icon Mann represents men of color who are at the top of the respective professions,” said William P. Miller, founder of W.P. Miller Special Events. “In my sixth year of producing this event, I stay creatively inspired. It is always an incredible feeling of honor to design an experience for such legends and change architects, and also to be recognized as an Icon Mann myself.” 

Photo: Curtis J. Moore
‘Vanity Fair’s Campaign Hollywood
‘Vanity Fair’s Campaign Hollywood

While the magazine is most known for its Sunday-night party, Vanity Fair also hosted its annual weeklong series of Oscar-related events for the 19th year. Teaming up with Barneys New York, Genesis, Lancôme Paris, Proenza Schouler, and Apple Music, the magazine hosted six invite-only events, including a cocktail party for Call Me By Your Name, a nominated-films celebration for 20th Century Fox, and a private awards-viewing party with Nespresso.

On Thursday, Vanity Fair and Lancôme Paris toasted women in Hollywood at Soho House West Hollywood. The event, which raised money for the Time's Up movement, had a step-and-repeat made from magazine covers.

Photo: Emma McIntyre/Getty Images for Vanity Fair
Common’s Fourth Toast to the Arts: A Celebration of Fearless Art
Common’s Fourth Toast to the Arts: A Celebration of Fearless Art

The fourth annual Toast to the Arts, an intimate dinner hosted by rapper and actor Common, was held on Friday at a private location. Designed and produced by MVD Inc., the evening honored Get Out's Daniel Kaluuya and Mudbound's Mary J. Blige, Dee Rees, and Charles King.

MVD worked with La Petite Gardenia to build a wall structure that greeted guests, while Tic-Tock Couture Flowers handled floral arrangements for the rest of the event.

Photo: Sansho Scott/BFA.com
13th Annual Oscar Wilde Awards
13th Annual Oscar Wilde Awards

The U.S.-Ireland Alliance hosted its annual Oscar Wilde Awards on Thursday at J.J. Abrams’ Bad Robot studio in Santa Monica. The 400-attendee celebration took on an appropriately green theme, with shrubbery on stage and a “red” carpet made from green grass. The night honored Mark Hamill, Barry Keoghan, Paula Malcomson, and Catherine O’Hara, and Colin Farrell and Martin Short served as presenters.

While the gathering typically expands to the roof of the studio, rain forced event producers the O’Neill Group to make some last-minute changes, including adding tents from Town and Country Event Rentals to the entrance, the outdoor bar area, and the stage where Irish band The Academic performed. SenovvA Inc. provided extra screens to broadcast the program throughout the venue, while Kensington Caterers served traditional Irish fare such as mini shepard’s pies to pair with Teeling Whiskey.

Photo: Alberto E. Rodriguez/Getty Images for the US-Ireland Alliance
Cadillac’s Tastemakers Dinner
Cadillac’s Tastemakers Dinner

On Friday, Cadillac hosted its “Never Stop Daring” Tastemakers Dinner to celebrate the brand’s partnership with ABC Television and the Oscars. The event, which was designed and produced by JJLA and honored Ava DuVernay, hosted 60 guests at a private estate in the Hollywood Hills.

“The modern design complemented the aesthetic of the home and captured the elegance of the Oscars with accents of glass and gold throughout,” explained Jeff Consoletti, C.E.O. of JJLA.

Rentals came from JJLA, Taylor Creative, and Town and Country Event Rentals, while Seed Floral Couture handled flowers, Ultimate Lighting handled lighting, and MS Event Production handed the audio. Guests were entertained by electric violinist Rachel Grace and DJ Alex Merrell, and dined on a three-course menu from Republique.

Photo: Vivien Best
Cadillac’s Tastemakers Dinner
Cadillac’s Tastemakers Dinner

The event showcased Cadillac’s CTS-V sports coupe and sedan, and unveiled a first look at the brand’s Oscars TV spots. 

Photo: Vivien Best
Cadillac Pre-Oscar Party
Cadillac Pre-Oscar Party

The luxury car brand also hosted its annual Oscar celebration on Thursday night at Chateau Marmont, drawing a crowd of celebrities including Allison Janney, Tiffany Haddish, and Sarah Silverman. Event Eleven handled production and design.

Photo: Stefanie Keenan
Belvedere Vodka and Fem the Future’s Oscar Brunch
Belvedere Vodka and Fem the Future’s Oscar Brunch

On Friday, Janelle Monae and Belvedere Vodka hosted an intimate brunch at Catch L.A. in support of the singer's Fem the Future organization. A panel including Alicia Quarles, Danai Gurira, Stacy Smith, and Lacey Duke led a discussion about their hopes for the future; other attendees included Lupita Nyong’o (pictured), Rosario Dawson, and Ava Duvernay. A lush wall of greenery served as a step-and-repeat.

Photo: Donato Sardella/Getty Images for Belvedere Vodka
Before heading into the screening, guests could grab popcorn or on-theme specimen bags stuffed with candy.
Before heading into the screening, guests could grab popcorn or on-theme specimen bags stuffed with candy.
Photo: Emily Duncan
At the entrance to the after-party, planners referenced the protagonist's experimentation with drugs by giving guests special glasses that refracted the light of a neon sign display, creating a psychedelic effect.
At the entrance to the after-party, planners referenced the protagonist's experimentation with drugs by giving guests special glasses that refracted the light of a neon sign display, creating a psychedelic effect.
Photo: Line 8 Photography (All Rights Reserved)
Just past the neon hallway, guests found themselves in a recreation of Bay City, the show's futuristic version of San Francisco.
Just past the neon hallway, guests found themselves in a recreation of Bay City, the show's futuristic version of San Francisco.
Photo: Emily Duncan
Projection mapping of Bay City buildings, twinkling lights, flashing signs, and gyrating dancers helped bring the fictional city to life within the walls of Mack Sennett Studios.
Projection mapping of Bay City buildings, twinkling lights, flashing signs, and gyrating dancers helped bring the fictional city to life within the walls of Mack Sennett Studios.
Photo: Emily Duncan
Since the premiere episode closes with the main character getting a tattoo, guests had the opportunity to get inked by celebrity tattoo artist Mister Cartoon. Those feeling less adventurous could opt for temporary airbrushed versions.
Since the premiere episode closes with the main character getting a tattoo, guests had the opportunity to get inked by celebrity tattoo artist Mister Cartoon. Those feeling less adventurous could opt for temporary airbrushed versions.
Photo: Emily Duncan
Actors dressed in medical gear stayed in character as they fiddled with lab equipment.
Actors dressed in medical gear stayed in character as they fiddled with lab equipment.
Photo: Emily Duncan
Guest could rest their food and drinks on surgical instrument tables.
Guest could rest their food and drinks on surgical instrument tables.
Photo: Emily Duncan
An actor dressed as the character who helms the show's Raven Hotel interacted with guests and encouraged them to check out the party's downstairs bar.
An actor dressed as the character who helms the show's Raven Hotel interacted with guests and encouraged them to check out the party's downstairs bar.
Photo: Emily Duncan
Burlesque dancers performed every 30 minutes in the downstairs bar, which was meant to evoke the show's hotel-cum-brothel.
Burlesque dancers performed every 30 minutes in the downstairs bar, which was meant to evoke the show's hotel-cum-brothel.
Photo: Emily Duncan
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