For the Toy Industry Association's annual Toy of the Year awards—which kicked off Toy Week and the American International Toy Fair—the group used fabric walls and colorful lighting to craft distinct environments within the Broadway ballroom of the Marriott Marquis for the event's various components. TIA marketing executives Julie Livingston and Francesco Leboffe and TIA PR manager Adrienne Citrin worked with Paint the Town Red to remake the space by surrounding the awards presentation's theater-style seating with Pink Inc.'s stretch fabric walls, and hosting the cocktail reception in the area outside the walls."We liked the format of cocktails and a seated awards program all in one room, but didn't want to put up boring pipe and drape to separate the two areas," said Paint the Town Red's Dana Filenbaum. "The [stretch fabric] wave walls were a vibrant solution that took the format to a new level." During cocktails, New City Video & Staging washed the walls with an ice blue hue that matched the event's invitations. "It's all about playfulness and innovation," Citrin said. "That is what our industry is about, and the look captured the spirit of the industry."
After cocktails, guests proceeded into a tunnel created by the fabric walls that led to the awards presentation. Fox News anchor David Folk Thomas hosted the awards, and Robert Pasin, president and C.E.O. of Radio Flyer and the awards chairman, entered on a little red wagon to give the ceremony introduction. A kaleidoscope of color enveloped attendees as they watched the show: New City made sure the lighting changed with the announcement of each of the 12 individual award categories. The hues matched the brightly colored illuminated stars that hung off sleek branches set in vases atop high pillars flanking the stage.
During the ceremony, Paint the Town Red revamped the cocktail area into a sleek nightclub atmosphere replete with lounge furniture, a generous dance floor, and red-lit fabric walls. Guests re-entered the room through the tunnel as twinkling electric branches beckoned them toward the whimsical dessert buffet featuring cheesecake lollipops and mini cupcakes. Van Vliet & Trap covered cocktail tables with gray satin linens and balanced red roses in vases on a layer of gravel.
—Francine Cohen
Photos: Jeff Thomas/ImageCapture
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After cocktails, guests proceeded into a tunnel created by the fabric walls that led to the awards presentation. Fox News anchor David Folk Thomas hosted the awards, and Robert Pasin, president and C.E.O. of Radio Flyer and the awards chairman, entered on a little red wagon to give the ceremony introduction. A kaleidoscope of color enveloped attendees as they watched the show: New City made sure the lighting changed with the announcement of each of the 12 individual award categories. The hues matched the brightly colored illuminated stars that hung off sleek branches set in vases atop high pillars flanking the stage.
During the ceremony, Paint the Town Red revamped the cocktail area into a sleek nightclub atmosphere replete with lounge furniture, a generous dance floor, and red-lit fabric walls. Guests re-entered the room through the tunnel as twinkling electric branches beckoned them toward the whimsical dessert buffet featuring cheesecake lollipops and mini cupcakes. Van Vliet & Trap covered cocktail tables with gray satin linens and balanced red roses in vases on a layer of gravel.
—Francine Cohen
Photos: Jeff Thomas/ImageCapture
Related Stories
Toy Execs Play at Warm Regent
David Tutera's Toy Awards Show
Ornamental star-shaped lights hung from bunches of white branches set on the stage of the Toy Industry Association's Toy of the Year awards at the Marriott Marquis.
Pink Inc.'s tension fabric walls surrounded the awards presentation's theater-style seating. New City Video & Staging washed the walls during the pre-awards reception with blue light to match the color of the event's invitation.
For the post-awards dessert reception, Van Vliet & Trap covered cocktail tables with gray linens topped red roses and a layer of gravel.
Unusual electric lights shaped like branches set in tall vases decorated the buffets.
