"What's black and white and read all over?" That was the not-particularly-taxing brainteaser posed on invitations by Hayes & Company to the launch party for the 2006 Ikea catalogue. The answer, of course, was the catalogue—although it proved to be considerably more colourful.
Indeed, the latest Ikea catalogue has products in many hues, and to underscore this fact, Madeleine Lowenborg-Frick, the company's PR manager, worked with OverCat Communications to create a venue filled not only with blacks and whites but also an abundance of vibrant reds.
Caterwaiters with trays of red and white cocktails greeted guests as they crossed the red carpet at the Fermenting Cellar in the Distillery District. Three imposing black-and-white walls just inside the entrance displayed the Ikea name and repeated the invitation's query. Designer Neil Asselin of Explorations of Innerspace outfitted the cavernous venue with Ikea-brand furnishings, including red leather couches, black tables, and white lamps. In addition, small displays of Ikea furniture, many in various shades of red, were set up throughout the space.
Urban Event Catering prepared hors d'oeuvres using ingredients served in Ikea restaurants, including chocolate, crackers, cheese, lingonberry sauce, and, of course, Swedish meatballs. The appetizers were served on red Ikea mosaic mirrors and cutting boards, and guests were supplied with Ikea-branded napkins. Urban Event's menu included mini salmon Wellingtons with spinach and white-wine cream sauce, champagne battered brie with lingonberry coulis, and mini meatball kebabs with peppers, onions, and mustard cream dip. Throughout the evening, cocktails were served at white plexiglass bars adorned with white orchid arrangements from the Garden Room.
As the guests, principally interior-design and lifestyle journalists, departed, staff from the retail chain gave each person one of a selection of parting gifts comprising two Ikea products. The colors black, white, and red featured prominently in each package; one attendee, for example, received black-and-white herb grinders and a red coffee thermos.
—Robyn Small
Indeed, the latest Ikea catalogue has products in many hues, and to underscore this fact, Madeleine Lowenborg-Frick, the company's PR manager, worked with OverCat Communications to create a venue filled not only with blacks and whites but also an abundance of vibrant reds.
Caterwaiters with trays of red and white cocktails greeted guests as they crossed the red carpet at the Fermenting Cellar in the Distillery District. Three imposing black-and-white walls just inside the entrance displayed the Ikea name and repeated the invitation's query. Designer Neil Asselin of Explorations of Innerspace outfitted the cavernous venue with Ikea-brand furnishings, including red leather couches, black tables, and white lamps. In addition, small displays of Ikea furniture, many in various shades of red, were set up throughout the space.
Urban Event Catering prepared hors d'oeuvres using ingredients served in Ikea restaurants, including chocolate, crackers, cheese, lingonberry sauce, and, of course, Swedish meatballs. The appetizers were served on red Ikea mosaic mirrors and cutting boards, and guests were supplied with Ikea-branded napkins. Urban Event's menu included mini salmon Wellingtons with spinach and white-wine cream sauce, champagne battered brie with lingonberry coulis, and mini meatball kebabs with peppers, onions, and mustard cream dip. Throughout the evening, cocktails were served at white plexiglass bars adorned with white orchid arrangements from the Garden Room.
As the guests, principally interior-design and lifestyle journalists, departed, staff from the retail chain gave each person one of a selection of parting gifts comprising two Ikea products. The colors black, white, and red featured prominently in each package; one attendee, for example, received black-and-white herb grinders and a red coffee thermos.
—Robyn Small
Ikea used the tagline "What's black and white and read all over?" to promote its 2006 catalogue at a launch party at the Fermenting Cellar in the Distillery District.
Neil Asselin of Explorations of Innerspace designed displays of Ikea furniture.
Urban Event Catering served appetizers on Ikea-brand red mosaic mirrors.
White lilies from the Garden Room adorned the white plexiglass bars.
