Montblanc, the international luxury brand known for its high quality pens, took a lighthearted approach to its 100th anniversary event, keeping the standard corporate speeches to a minimum and allowing current popular entertainers to take center stage. Hosted by Claire Danes, the company’s party at the Newspace for some 400 executives, retail partners, media, and celebrities sported very little decor, but featured a live performance from Grammy winner Lauryn Hill and young illusionist Criss Angel. The team from Montblanc hired Dan Parente of Bookem Danno Productions to create and manage the event. (Formerly Maxim’s special events director, Parente left the magazine in November 2005 and started his firm earlier this year.)Montblanc—who in October launched its women’s jewelry collection with a live performance from John Legend—wanted to promote its anniversary with an exclusive-feeling experience rather than a blitz of marketing ploys. With that in mind, Parente mixed young Hollywood types like Mandy Moore, Jonathan Rhys-Meyers, and Ashanti with more “established” stars, we’ll call them, like Jane Seymour, Marcia Gay Harden, and Tony Danza, along with the excited execs flown in for the occasion. Angel, the host of A&E’s Mindfreak, unveiled the Montblanc diamond—a half-carat piece fashioned into the brand’s star-shaped logo—with less magic and aplomb than expected (the illusionist’s performance was moved from the main stage due to last minute changes to accommodate Hill’s performance requirements). And following Hill’s dazzling eight-song set, the anniversary collection (of writing instruments and watches) was displayed for guests to ogle.
—Anna Sekula
Photos: Jeff Thomas/Image Capture
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—Anna Sekula
Photos: Jeff Thomas/Image Capture
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