On Wednesday, March 7, some 1,600 enthusiastic art patrons amassed at the Museum of Modern Art for the Armory Party, the fund-raiser that serves as the kickoff for the Armory Show. This year, the art fair's late-night reception and concert saw a live performance by indie electronic band Neon Indian as well as the introduction of a V.I.P. hour, live-stream access, and sponsorship by crystal company Waterford.
"We've been doing this event for the past couple of years, so we wanted to do something a little bit different, a little more special," said MoMA's manager of special programming and events, Lauren Driscoll, who oversaw the event. In that vein, the planner devised two new components, one for higher-level donors and another, more budget-friendly option.
At the pricier end, a pre-event V.I.P. hour provided guests an intimate experience: a meet-and-greet with the Armory Show's 2012 commissioned artist, Theaster Gates. This private portion of the reception started at 8 p.m., a full hour before the doors opened to the party, and attracted around 400 attendees. For those who weren't able to snap up tickets before they sold out or afford the entry-level $125 ticket, the team added a new initiative, in which a $5 donation gave online viewers access to a live Web stream of the event and the performance, the first time the museum offered such an option at its benefit events.
"We've been talking a lot at MoMA about opportunities for other people who can't donate at larger levels to be involved in supporting the museum," said Driscoll. "It's this whole idea of micro fund-raising. In our events department, we thought, how great it would be to incorporate that into an event and giving them something back, something more than just a 'thank you.'"
That something was an interactive digital component developed with technology company BuzaMoto. Users on the live stream could create and customize their own bobblehead-like characters, images that were then projected onto the walls of the museum during the event.
Other eye-catching design elements came from sponsor Waterford, which showcased its new interiors collection through stage decorations. Harrison & Shriftman brought the crystal company onboard, and its production arm, Studio HS, worked with Driscoll to add the brand's Luminescence Pendant chandeliers to the stage backdrop and a custom DJ booth festooned with 4,000 crystal pieces. Studio HS also accented the space with neon-colored bars and Gehry cubes as side tables.
