Guest Column: Event Designer Mark Addison on New York's All-White Pop-Up Dinner

Last Thursday, August 25, the World Financial Center Plaza was the site of New York's first Dîner en Blanc, the flash mob picnic started by François Pasquier in Paris more than 20 years ago. The U.S. version of the event, which was organized by Pasquier's son Aymeric, architect Daniel Laporte, and Lyceum Kennedy school director Alexandra Simoes, was much like the Paris and Montreal incarnations, where guests were asked to don white clothing, bring a laundry list of items—including their own dining furniture—and were not given the location of gathering until just before its start. Mark Addison, the founder of event design company EventStyle, was one of more than 1,000 that attended, so we asked the event veteran to recount his experience and share his thoughts on the first New York affair.

If I sent an invitation to my clients' guests inviting them to an "elegant" dinner party at an undisclosed location and instructed them to dress all in white, bring their own table and chairs, plates, flatware, glassware, food, and beverages, I would be shot! I had heard about Dîner en Blanc from Parisian friends for years and have always wanted to experience the flash mob dinner party for myself—in Paris. But when I heard they were bringing it to New York City, I was skeptical that New Yorkers and the Mayor’s Office would embrace it. Much to my surprise, both did and New Yorkers clamored for the opportunity to pay to plan their own intimate dinner for two times 500. As an experienced designer and entertaining expert with more than 15 years of producing events in New York, I was very interested in how it was going to play out.

I missed the boat for the registration process, which was reportedly a major disaster and the first of many blunders the organizers had to overcome. Some 30,000 people were mistakenly allowed to register, but there was only 1,000 spaces planned—minus the V.I.P. friends of the organization—which left less than half the spaces available. From an experience design perspective, a blunder such as this could permanently scare an event that strives to be an annual function. There was also the same-sex couple issue that the organizers had to dance around as the Paris and Montreal events have a strict male-female couple rule—New York was the exception.

Decidedly content to sit on the sidelines, the week of the event I suddenly found myself attending as a guest of French luxury PR guru Celine Kaplan. With only two days to prepare, we made our arrangements quickly in accordance with the detailed instructions of all of the mandatory items each pair was responsible for bringing.

The list of mandatory items included:

•     1 24-inch to 36-inch square folding table
•     2 white plastic folding chairs
•     A white tablecloth and white cloth napkins
•     Electric votive candles
•     Matches or a lighter (for sparklers)
•     2 white dinner plates and two white dessert plates (disposable forbidden)
•     2 sets of cutlery (plastic forbidden)
•     2 glasses (plastic forbidden)
•     1 bottle of water or soft drinks (alcoholic drinks were prohibited except when purchased from and distributed by the caterers, Pasha Events)
•     1 bottle opener (for the wine purchased from Pasha)
•     1 complete meal: a first course, a cold main course, a cheese and/or dessert, bread, and condiments (guests had the option to purchase picnic baskets in advance through Pasha Caterers)
•     1 trash bag (each pair was responsible for cleaning up after themselves)
•     Optional: 1 vase and a bouquet

I couldn’t imagine New Yorkers dressed head to toe in all white schlepping all of this to who knows where. I couldn’t imagine me schlepping all of this anywhere myself. I'm used to setting up events for 1,000 to 10,000 with a large staff, but each guest bringing and setting up their own mini event to create a flash mob dinner party was borderline genius/insane.

The usual suspects for inexpensive, lightweight folding tables and chairs—Ikea, Crate & Barrel, CB2, Pottery Barn, etc.—were completely sold out, and when I began receiving requests from clients and friends who were also having a difficulty finding supplies, we decided to pool our efforts. I called Party Rental to make a group order/delivery and used my influence to waive the delivery fees. (Thank you, Party Rental!) We strategically chose bamboo tables, as they would be the lightest, and basic folding chairs, linens, and napkins. The balance of the items were easily plucked from our inventory in the EventStyle offices—thankfully I’m a fan of white dishes—and packed in a white Hermes Birkin bag. Celine and I decided to travel light and elected to purchase a picnic basket and wine from the caterers. Smart move, or so we thought.

That evening, armed with our white supplies as well as I.D. and a Metrocard (we were told the event space was only accessible via subway), we met our group at 6:15 p.m. at the designated meeting place, Broadway and Ann Street. After being checked in by our group leader, Andre, we waited for 30 minutes for the signal to leave, and when we did depart, Andre excitedly marched off across the street leaving behind several groups still gathering their belongings. However, we were able to follow the trail of white, catching up to our leader and meeting up with another group several blocks down the street.

As we crossed the West Side Highway, it was clear that we were headed to the Winter Garden Plaza and, thankfully, there was no subway in our future. Arriving at the location, we headed to the appropriate section and were instructed to set up our tables end-to-end to create communal tables. After some minor shuffles, we were sent off to collect our picnic baskets and wine. Many groups packed their own gourmet meals, but at least 50 percent opted to go light and purchase. However, there were already lines waiting for the food, only a handful of people distributing the goods, and they had run out of white and rosé. (We decided to roll with it and switch to red wine, which was in great supply.)

Once we were all there, set up with food and music playing, it was lovely. I met several of the main organizers and learned that none of them have event planning experience or experience with the City Permit Office. They admitted that it was a challenge to overcome the registration problems—which was an unfortunate glitch in the system—the liquor issues, and generally safely herding 1,200 people to the location while keeping it a secret. I was impressed they pulled it off and tip my hat to their efforts. Once they learned I was an event professional, they were eager to get my take on my experience. So, here's my review:

1. The pre-event instructions were very clear and thorough, leaving no question as to what we were expected to do and bring.
2. The organizers could have been more transparent on how many spaces were really available after they invited their guests, which would have eased the registration process.
3. I also suggest they create many more stations with more staff to quickly distribute the purchased food and wine.
4. It would be nice to have less walking, by a few blocks at least.

Other than that, I had a lovely dinner with a good friend and 1,199 new ones. Would I do it next year? Yes, with more time to prepare and a table and chair set on wheels.