Star Security commandeered a brief stretch of Queen Street West outside the Ultra Supper Club so sisters Beyoncé and Solange Knowles and their mother, Tina, could walk the red carpet prior to the launch of their new junior apparel collection, Dereon. Montreal-based Multiprint, distributor of the Dereon line in Canada, hired Diana Robinson & Associates to coordinate the event, which was scheduled to capitalize on Beyoncé’s presence in Toronto for her concert later that evening at the Air Canada Centre. Star Security’s team of 25 guards was backed by a sergeant and three constables from Toronto Police Service. “I was quite concerned about crowd control,” said Diana Robinson, president of Diana Robinson & Associates. “We were on Queen Street, a busy street, and I wanted to make sure that everyone would be safe.”
Robinson praised the designers, florists, caterers, and audiovisual technicians who worked on the launch for executing a successful celebrity event under a tight timeline. “We had about two and a half weeks to pull it off,” Robinson said. Multiprint selected Ultra Supper Club for its versatile decor and proximity to the Air Canada Centre. The crowd of 600-plus star gazers filled the club to capacity—though there was still elbow room in the roped-off V.I.P. lounge, where local television luminaries like Dina Pugliese of Star! Daily, Jeanne Beker of Fashion Television, and Cheryl Hickey and Rick Campanelli of ET Canada mingled and sipped champagne.The Dereon logo, a fleur-de-lis-inspired nod to the Knowles family’s maternal French-Creole heritage, was used sparingly, appearing on press kits, gift bags, and the backdrop for the photo op. Decor included cobalt-blue lighting and black acrylic silhouette candelabras from Frank Rea of Forget Me Not Flowers who also contributed clear Plexiglas boxes as vases for Casablanca-lily blooms that were sent to guests containing the invitations. The clean fresh look of the arrangements was intended to suggest similar characteristics in the clothing line. The invitations were printed on heavy cobalt-blue cardboard stock and embossed with new copper penny script, the colour of the Dereon logo.
Monarch Event Group produced the runway fashion show, with DJ Sivuplay supplying the tunes—including a few requisite Beyoncé remixes.
Robinson praised the designers, florists, caterers, and audiovisual technicians who worked on the launch for executing a successful celebrity event under a tight timeline. “We had about two and a half weeks to pull it off,” Robinson said. Multiprint selected Ultra Supper Club for its versatile decor and proximity to the Air Canada Centre. The crowd of 600-plus star gazers filled the club to capacity—though there was still elbow room in the roped-off V.I.P. lounge, where local television luminaries like Dina Pugliese of Star! Daily, Jeanne Beker of Fashion Television, and Cheryl Hickey and Rick Campanelli of ET Canada mingled and sipped champagne.The Dereon logo, a fleur-de-lis-inspired nod to the Knowles family’s maternal French-Creole heritage, was used sparingly, appearing on press kits, gift bags, and the backdrop for the photo op. Decor included cobalt-blue lighting and black acrylic silhouette candelabras from Frank Rea of Forget Me Not Flowers who also contributed clear Plexiglas boxes as vases for Casablanca-lily blooms that were sent to guests containing the invitations. The clean fresh look of the arrangements was intended to suggest similar characteristics in the clothing line. The invitations were printed on heavy cobalt-blue cardboard stock and embossed with new copper penny script, the colour of the Dereon logo.
Monarch Event Group produced the runway fashion show, with DJ Sivuplay supplying the tunes—including a few requisite Beyoncé remixes.
Monarch Event Group supplied models for the launch of pop diva Beyoncé's new Dereon fashion line at Ultra Supper Club.
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Monarch Event Group supplied models for the launch of pop diva Beyoncé's new Dereon fashion line at Ultra Supper Club.
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A massive arrangement of lilies from Forget Me Not Flowers in a tall black vase stood atop a black cocktail table from Contemporary Furniture Rentals.
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Beyoncé Knowles, left, with her sister Solange and mother Tina, right, posed wearing Dereon fashions on the red carpet outside the venue.
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Black acrylic Silhouette candelabras from Forget Me Not Flowers featured a base of lilies in small square glass containers.
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White lilies were strung along the outside of clear acrylic boxes on the brick walls of the venue.
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Fashionista Jeanne Beker, host of Fashion Television, wore all black for the event.
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