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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

How Fairmont Hotels Brought the Brand's History to Life During Intimate Book Launch Event in NYC

A dinner for editors and influencers to celebrate the launch of Fairmont's new book, Grand by Nature, made for a glamorous evening at Rockefeller Center.

Sarah Kloepple
May 11, 2022

Standout details of the event included striking ice sculptures, made by Okamoto Studio, that encased colorful florals from The Mini Rose Co.Standout details of the event included striking ice sculptures, made by Okamoto Studio, that encased colorful florals from The Mini Rose Co.Photo: Kato Ceaser

NEW YORK⁠—Some incredible history has been written at Fairmont Hotels & Resorts around the globe, since the brand opened its first hotel in 1907. Truman Capote threw his famous Black and White Ball—known as one of the most celebrated parties of the 1960s—at The Plaza Hotel New York, a Fairmont managed hotel. And when Neil Armstrong and Buzz Aldrin returned to Earth from landing on the moon, their first cocktail was delivered via flask from The Savoy, a Fairmont outpost in London.

Momentous stories like these were brought to life on April 12 at Rockefeller Center for an extravagant dinner celebrating Fairmont’s release of its new coffee table book, Grand by Nature. The art book is a treasure trove of history, tales, and notable guests of the brand’s hotels.

Studio HS, the brand experience and experiential marketing division of H&S Communications, worked with Fairmont to create a detailed, alluring dinner event as a way to introduce editors and influencers to the book and give them an awe-inspiring night at an iconic New York City venue.

“We were initially tasked with finding a really nice restaurant in the city to host a quick dinner for 20 [people] and tell them about the book,” explains Amaany Clarke, senior experiential producer for H&S. But after she and her team sat down with the Paris-based, chief creative officer of Accor (owner of the Fairmont brand), Jean-Guilhem Lamberti, she said: "We all felt inspired to dig a little deeper and figure out ways to bring it to life in an interesting, experiential way. The vision evolved over time, over two to three months of planning, but all for the better.”

The H&S team wanted a venue that spoke to the energy of New York City, while also bringing views and natural greenery as a nod to the Grand by Nature ethos. Rockefeller Center’s 620 Loft & Garden fit the bill. The loft area overlooking Midtown Manhattan played host to a gallery of blown-up images from the book for guests to peruse during cocktail hour, while a 37-foot-long garden and pool area was ideal for the intricate tablescape where 28 guests sat.

"I wanted the level of detail ... to really reflect what it would be like if you were at that Truman Capote Black and White Ball and you were sitting with Audrey Hepburn and Andy Warhol. I wanted it to feel grand," said Elizabeth Harrison, CEO and co-founder of H&S.

See the full list of vendors involved, and scroll down for photos and more fun details from inside the event.

VENDORS
A/V: ATD AV
Catering: Pinch Food Design
Florals: The Mini Rose Co.
Ice Sculptures: Okamoto Studio
Logistics: Rodrigo Pinto's In2 Design Productions
Prints: Vida Signs
Venue: 620 Loft & Garden

Amaany Clarke, senior experiential producer for H&S, said of the on-site pool and garden: '(It was) the perfect marriage of a beautiful cityscape and bringing in that natural element that you don't always find in New York City, which helped in bringing Grand by Nature to life. It really was the choice in venue that allowed us to have a bit more fun with how much of the stories we could bring to life.'
Amaany Clarke, senior experiential producer for H&S, said of the on-site pool and garden: "(It was) the perfect marriage of a beautiful cityscape and bringing in that natural element that you don't always find in New York City, which helped in bringing Grand by Nature to life. It really was the choice in venue that allowed us to have a bit more fun with how much of the stories we could bring to life."
Photo: B. Mills
During cocktail hour, servers donned Fairmont-branded astronaut helmets as a nod to a famous story about Fairmont hotel The Savoy, London, delivering Neil Armstrong and Buzz Aldrin their first cocktail when they returned to Earth after their famed moon landing.
During cocktail hour, servers donned Fairmont-branded astronaut helmets as a nod to a famous story about Fairmont hotel The Savoy, London, delivering Neil Armstrong and Buzz Aldrin their first cocktail when they returned to Earth after their famed moon landing.
Photo: B. Mills
In attendance was Mansi Vagt (pictured), the global brand leader and vice president of the Fairmont Brand. 'Grand By Nature features fascinating tales of moments that defined our culture, celebrated pivotal occasions, and even changed the course of history,' she said. 'Our vision for the dinner was to bring the pages of the book to life so that guests could experience these moments firsthand. Everything from the breathtaking decor and thoughtful music to the delectable cuisine and handcrafted cocktails represented a story from Fairmont's rich history.'
In attendance was Mansi Vagt (pictured), the global brand leader and vice president of the Fairmont Brand. "Grand By Nature features fascinating tales of moments that defined our culture, celebrated pivotal occasions, and even changed the course of history," she said. "Our vision for the dinner was to bring the pages of the book to life so that guests could experience these moments firsthand. Everything from the breathtaking decor and thoughtful music to the delectable cuisine and handcrafted cocktails represented a story from Fairmont's rich history."
Photo: B. Mills
The foyer area of the venue was transformed into a study/library with bookshelves that featured copies of Grand by Nature. Vagt said the book weaves together the stories, images, and archival material collected over the hotel brand's past 135 years.
The foyer area of the venue was transformed into a study/library with bookshelves that featured copies of Grand by Nature. Vagt said the book weaves together the stories, images, and archival material collected over the hotel brand's past 135 years.
Photo: B. Mills
Standout details of the event included striking ice sculptures, made by Okamoto Studio, that encased colorful florals from The Mini Rose Co.
Standout details of the event included striking ice sculptures, made by Okamoto Studio, that encased colorful florals from The Mini Rose Co.
Photo: Kato Ceaser
The tablescape featured breathtaking, exotic-looking ice sculptures that encased colorful florals. 'The idea was not to use white flowers but to bring color to the scape,' said Elizabeth Harrison, CEO and co-founder of H&S.
The tablescape featured breathtaking, exotic-looking ice sculptures that encased colorful florals. "The idea was not to use white flowers but to bring color to the scape," said Elizabeth Harrison, CEO and co-founder of H&S.
Photo: Kato Ceaser
The book itself was also encased in ice with florals matching its cover to add an extra wow factor.
The book itself was also encased in ice with florals matching its cover to add an extra wow factor.
Photo: Kato Ceaser
The event's caterer, Pinch Food Design, worked with H&S on creating a glamorous dinner. Oysters served on long trays nodded to the original Fairmont property, Fairmont San Francisco, where 13,000 oysters were consumed during an extravagant grand opening party in 1907.
The event's caterer, Pinch Food Design, worked with H&S on creating a glamorous dinner. Oysters served on long trays nodded to the original Fairmont property, Fairmont San Francisco, where 13,000 oysters were consumed during an extravagant grand opening party in 1907.
Photo: B. Mills
The table design featured other impressive details, including fruit, figs, and moss to lean into the nature-inspired evening. Masquerade masks were also on the table for guests to use at their leisure—a reference to Capote's Black and White Ball. At their place setting, each guest also found a bookmark with their name engraved. And under each plate was a card for a trivia game, where guests recalled fun facts they'd learned about Fairmont's history throughout the night. Clarke said this was one of her favorite moments of the evening. 'We were concerned people might not be interested in the game, but it got very competitive!' she quipped. Prizes included Fairmont-branded custom vinyl records featuring the playlist of the evening—'music is such an important part of the history as well,' Clarke said—and a free stay at one of the Fairmont properties.
The table design featured other impressive details, including fruit, figs, and moss to lean into the nature-inspired evening. Masquerade masks were also on the table for guests to use at their leisure—a reference to Capote's Black and White Ball. At their place setting, each guest also found a bookmark with their name engraved.

And under each plate was a card for a trivia game, where guests recalled fun facts they'd learned about Fairmont's history throughout the night. Clarke said this was one of her favorite moments of the evening. "We were concerned people might not be interested in the game, but it got very competitive!" she quipped. Prizes included Fairmont-branded custom vinyl records featuring the playlist of the evening—"music is such an important part of the history as well," Clarke said—and a free stay at one of the Fairmont properties.
Photo: Kato Ceaser
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