Just because Paris Hilton had her Sidekick stolen last year doesn’t mean she swore off the wireless device forever. She was just one among the horde of celebs—that also included Eva Longoria, Jessica Simpson, Christina Milian, Nicole Richie, Mischa Barton, and Jeremy Piven—who mingled amid a playful playground theme at the T-Mobile Sidekick 3 launch party at the Hollywood Palladium.Cassie Jenkins, T-Mobile’s manager of entertainment marketing and media integrations, and Mike Belcher, director of sponsorships and promotions, worked with Brent Bolthouse Productions and BNC PR to come up with the playground meets carnival meets Alice in Wonderland theme. “Sidekick is fun and youthful, so we wanted to stay in that same vein,” said Brent Bolthouse. His company has produced several events for T-Mobile, including a Sidekick launch party in 2004 that featured the Black Eyed Peas, skateboard ramps, and In-N-Out burgers on top of the Grove parking lot.
The party took three days to set up. Green Set created giant dinosaur topiaries and grassy hills in the room. Models in short red old-school gym shorts and knee-high socks frolicked on a swing set and merry-go-round in one corner of the room. Others romped in a Chuck E. Cheese-style ball bin near the entrance. Overhead, yet another model swung on a flower-lined swing, a prop created by Bolthouse Productions. The company also used its own blue and red lounge furniture for the V.I.P. areas in front of the stage. Kinetic Lighting gave the space red, pink, purple, and orange swirling lights and gobos projecting images of the new Sidekick on the walls and floor.
Although the Palladium is an older venue, Bolthouse said they “needed a place that can have a band and can do the topiaries, and the swings and all the fun, big elements,” and the Palladium fit the bill.
For entertainment, the Futureheads and L.A.’s own She Wants Revenge performed live, and DJ AM spun later in the night. On the outskirts of the room, guests tried their hands at carnival games, supplied by Entertainment Contractors. And a photo booth attracted the longest lines of the night.
Servers passed around Bread and Wine Catering’s mini hamburgers, pizza (which tasted eerily similar to our elementary school cafeteria version), PB&J sandwiches (crusts off, cut into hearts and other shapes), and mini corn dogs.
Guests—who thumbed away on their mobile devices all evening long—were encouraged to donate their old T-Mobile Sidekick or other wireless devices at drop-off booths for the T-Mobile Huddle Up program, which connects at-risk youth from single-parent homes with positive people, places, and community programs.
—Lesley Balla
Posted 06.29.06
Photos: Chris Polk/FilmMagic
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The party took three days to set up. Green Set created giant dinosaur topiaries and grassy hills in the room. Models in short red old-school gym shorts and knee-high socks frolicked on a swing set and merry-go-round in one corner of the room. Others romped in a Chuck E. Cheese-style ball bin near the entrance. Overhead, yet another model swung on a flower-lined swing, a prop created by Bolthouse Productions. The company also used its own blue and red lounge furniture for the V.I.P. areas in front of the stage. Kinetic Lighting gave the space red, pink, purple, and orange swirling lights and gobos projecting images of the new Sidekick on the walls and floor.
Although the Palladium is an older venue, Bolthouse said they “needed a place that can have a band and can do the topiaries, and the swings and all the fun, big elements,” and the Palladium fit the bill.
For entertainment, the Futureheads and L.A.’s own She Wants Revenge performed live, and DJ AM spun later in the night. On the outskirts of the room, guests tried their hands at carnival games, supplied by Entertainment Contractors. And a photo booth attracted the longest lines of the night.
Servers passed around Bread and Wine Catering’s mini hamburgers, pizza (which tasted eerily similar to our elementary school cafeteria version), PB&J sandwiches (crusts off, cut into hearts and other shapes), and mini corn dogs.
Guests—who thumbed away on their mobile devices all evening long—were encouraged to donate their old T-Mobile Sidekick or other wireless devices at drop-off booths for the T-Mobile Huddle Up program, which connects at-risk youth from single-parent homes with positive people, places, and community programs.
—Lesley Balla
Posted 06.29.06
Photos: Chris Polk/FilmMagic
Related Stories
In Desert Heat, Coachella Pool Parties Rule
Disney Launch Is Alice-Style Tea
The Sidekick 3 launch party gave the Hollywood Palladium a grown-up playground look.
She Wants Revenge performed on the Palladium stage under the T-Mobile Sidekick lights.
Green Set created huge dinosaur topiaries and grassy hills, complete with garden gnomes.
A girl on a swing dangled over the event the entire evening.
Kinetic Lighting created colorful Sidekick 3 gobos.
Kinetic Lighting’s colorful swirls contributed to the fun playhouse theme.
