An all-female team of CHUM Television staffers dressed in black with white seashell buckle belts, black bob-cut wigs, and pink lipstick greeted guests at the entrance to This is London for the network’s 2007 upfront. The theme of the event was “arrive in style”—a point underscored by the appearance of the phrase on the front of the greeters’ T-shirts and on a large poster by 3 Design of a woman dressed provocatively in hot pants and a skimpy top.
Lest anyone became confused about what event they were arriving at—a definite possibility during the frenzied upfront presentation season—a wall of water bottles bearing the CHUM name rose up behind the registration desk. As well, the bottle wall framed a monitor that played a loop of CHUM’s trademark homegrown programming. Entertainment elements included a custom-made wheel of fortune and a custom-designed gold disco ball prize drum. Every half hour, a CHUM employee pulled a guest’s name from the drum and gave away a prize.
Decor highlights included dim silhouettes of sexy women and tall shapely vases filled with fresh flowers lit from within by colour-changing bulbs, both coordinated by 3 Design.
“We wanted our traditionally informal approach to the annual presentation to be stylish and up to the minute in design, very characteristic of the unique style of the CHUM portfolio [of television programs],” said Francine Socket, CHUM’s director of special events and merchandising.
Up on the second floor, an array of cheesecake lollypops from Catering By David's adorned the top of a large white ice sculpture, emblazoned with the CHUM Television logo. Catering by David’s also served fresh rolled sushi from a food station further inside the venue.
