The first Stuff magazine style awards celebrate the mag's editors’ favorite fashions and products. But the corresponding party, produced by Rabin & Rodgers at Los Angeles’ Hollywood Roosevelt hotel, got off to a rough start for some, with disorganized guest lists and chaotic valet parking. (Invitations instructed recipients to arrive on Hollywood Boulevard, where the staff would check them in and park their cars—but several invited guests were diverted around the block to a parking lot when their names didn’t appear on the lists, only to walk back to the front entrance to be allowed into the party.)
But if the beginning was inauspicious, most guests appeared willing to forgive after an In-N-Out Burger truck showed up on the red carpet, dispensing burgers liberally to the assembled throng, who chattered excitedly about the catering choice. Further proving that the simpler things often make the biggest impression, green Jell-O shots—to match sponsor Garnier’s packaging—helped guests feel like kids again (or, at least, like college kids). The magazine’s events director, Amanda Civitello, says the point was for the party’s food and decor to match the magazine’s guy lifestyle brand, too.
Performances throughout the hotel’s main level (not including the poolside Tropicana Bar, the hot choice these days for Los Angeles events) included krump dancers from David LaChapelle’s Rize documentary, and the Paradise Boys, a punk dance band out of San Francisco.
Meanwhile, the likes of Kelly Osbourne and Nick Lachey anted up at Texas Hold ’Em poker tables, staffed by Thunderbird Knights dealers and printed with the logo of the Las Vegas Palms casino, another sponsor. DJs Vice and Samantha Ronson spun, and sponsors’ names were everywhere—from Bulova watches’ glowing display cases to LG’s red tabletops. “We didn’t want banners all over the place,” Civitello said. “We wanted to integrate all the sponsors in unique ways that were either interactive or stylish.”
—Alesandra Dubin
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But if the beginning was inauspicious, most guests appeared willing to forgive after an In-N-Out Burger truck showed up on the red carpet, dispensing burgers liberally to the assembled throng, who chattered excitedly about the catering choice. Further proving that the simpler things often make the biggest impression, green Jell-O shots—to match sponsor Garnier’s packaging—helped guests feel like kids again (or, at least, like college kids). The magazine’s events director, Amanda Civitello, says the point was for the party’s food and decor to match the magazine’s guy lifestyle brand, too.
Performances throughout the hotel’s main level (not including the poolside Tropicana Bar, the hot choice these days for Los Angeles events) included krump dancers from David LaChapelle’s Rize documentary, and the Paradise Boys, a punk dance band out of San Francisco.
Meanwhile, the likes of Kelly Osbourne and Nick Lachey anted up at Texas Hold ’Em poker tables, staffed by Thunderbird Knights dealers and printed with the logo of the Las Vegas Palms casino, another sponsor. DJs Vice and Samantha Ronson spun, and sponsors’ names were everywhere—from Bulova watches’ glowing display cases to LG’s red tabletops. “We didn’t want banners all over the place,” Civitello said. “We wanted to integrate all the sponsors in unique ways that were either interactive or stylish.”
—Alesandra Dubin
Related Stories
Traveler Gives Megu Sponsor-Friendly Look
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EW Party Offers Sweet Sponsorship Deals
An In-N-Out Burger truck served guests in front of the Stuff magazine style awards party at the Hollywood Roosevelt hotel.
Thunderbird Knights supplied Texas Hold ’Em dealers and tables.
Green Jell-O shots matched flowers at the bar and sponsor Garnier’s packaging.
Sponsors’ names were everywhere, including tabletops covered with the LG logo.
