Despite heavy rain, close to 900 people turned up for People en Español's annual "Los 50 Más Bellos" fete at Splashlight Studios on Wednesday, May 16. Out of the thunderstorm, attendees found a clean space (not too far removed from the venue's main purpose as a photo studio) with minimal decorative elements and large sections devoted to the evening's sponsors. Cara Gorman, associate director of event marketing for People en Español, hired Matthew David Events to produce a look that emulated the first-class lounges found in airports and would provide an appropriate setting to incorporate liquor, cosmetics, technology, and automotive brands.
Sponsors Johnnie Walker, Garnier, Maybelline, Verizon Wireless, and American Airlines all received choice positions in the bilevel venue to showcase their wares in an interactive way. And although interactivity wasn't a big part of Hyundai's display, the South Korean motor company got prominent placement with two cars on the red carpet. (Hyundai did its own take on "beautiful people" on the inside cover of the issue, featuring a lineup of successful Spanish-speaking men and women in its ad touting inner beauty.)
The rain only seemed to cause one mishap: despite tenting, the red carpet at the entrance got a soaking and needed to be cleaned with a wet/dry vacuum before guests showed up.
Sponsors Johnnie Walker, Garnier, Maybelline, Verizon Wireless, and American Airlines all received choice positions in the bilevel venue to showcase their wares in an interactive way. And although interactivity wasn't a big part of Hyundai's display, the South Korean motor company got prominent placement with two cars on the red carpet. (Hyundai did its own take on "beautiful people" on the inside cover of the issue, featuring a lineup of successful Spanish-speaking men and women in its ad touting inner beauty.)
The rain only seemed to cause one mishap: despite tenting, the red carpet at the entrance got a soaking and needed to be cleaned with a wet/dry vacuum before guests showed up.
Much like its placement in the issue, Hyundai received plenty of attention, with a two-car display on the red carpet.
Photo: Courtesy of Matthew David Events
A glowing red lounge on the lower level was where Verizon Wirelessmarketed its camera phones, with several models lined up on low-lyingcocktail tables, encouraging guests to snap pictures of themselves (which were beamed upstairs to a screen overlooking the dance floor).
Photo: Courtesy of Matthew David Events
Johnnie Walker had an entire branded bar where the company served a variety of whiskey-spiced cocktails.
Photo: BizBash
Styled after a first-class airport lounge, one seating area promoted American Airlines with a briefcase of raffle tickets and subtle logos on tables.
Photo: Courtesy of Matthew David Events
