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  1. Production & Strategy
  2. Strategy

MoMA's Party in the Garden Brings Greenery Indoors

Rose Chevalier
May 24, 2012

Last year's Party in the Garden benefit may have been hard to top, but the Museum of Modern Art's annual event sold out once again, drawing some 650 guests to the dinner and 1,500 patrons to the after-party in the Abby Aldrich Rockefeller Sculpture Garden on Tuesday night. As with last year's event, the foundation's planning team worked with sponsor Cartier, this time to deliver a modern garden-inspired affair.

"The idea behind [this year's design] was to bring the garden into the museum," said Lauren Driscoll, MoMA's manager of special programming and events.

The planning committee tapped David Monn to create the indoor greenery, using a color palette of predominantly white with touches of green. Organizers installed a white, wall-to-wall Astro turf carpet that set the tone. To add color to the otherwise blank environment, Monn incorporated plenty of greens into the decor, from potted topiaries to candlelit centerpieces at each table.

On the upper level, the dinner setup was more relaxed, alternating between lounge-like seating arrangements and rows of long, communal tables. The centerpieces were different too, using square-shaped, leafy "canopies" illuminated by candles in hanging glass cylinders. The dinnerware, provided by the museum, consisted of white dishes with green accents that also matched the decor.

Bringing in about $3.8 million to benefit the museum and its programs, this year's event honored trustees Michael Lynne, Anna Marie Shapiro, and Edgar Wachenheim.

At the after-party, singer Santigold hit the stage with two backup dancers to sing her newest songs, including "Big Mouth," and "Disparate Youth." In addition to crowding the garden, guests watched the entertainment from a V.I.P. lounge on a fifth-floor terrace. To bring something new to the event this year, organizers worked with two-time sponsor Cartier to install an Instagram wall for guests to upload their photos marked with the hashtag #PITG2012.

Long, communal tables and lounge-like configurations provided more relaxed seating on the upper level. For centerpieces, the designer incorporated square-shaped canopies, illuminated by candles that hung from the leaves in glass cylinders. Gift bags from sponsor Cartier were placed on guest's seats prior to the start of the event.
Long, communal tables and lounge-like configurations provided more relaxed seating on the upper level. For centerpieces, the designer incorporated square-shaped canopies, illuminated by candles that hung from the leaves in glass cylinders. Gift bags from sponsor Cartier were placed on guest's seats prior to the start of the event.
Photo: Nadia Chaudhury/BizBash
Similar to last year's event, organizers created a large topiary depicting the MoMA and Cartier logos to serve as the backdrop in the arrivals area.
Similar to last year's event, organizers created a large topiary depicting the MoMA and Cartier logos to serve as the backdrop in the arrivals area.
Photo: Nadia Chaudhury/BizBash
In the garden, the design was kept simple. Astroturf was installed to cover some areas of the space and to match the decor inside the museum. For a cool visual effect during the after-party, organizers hung white globes from the tent to reflect lighting, provided by Bentley Meeker.
In the garden, the design was kept simple. Astroturf was installed to cover some areas of the space and to match the decor inside the museum. For a cool visual effect during the after-party, organizers hung white globes from the tent to reflect lighting, provided by Bentley Meeker.
Photo: Nadia Chaudhury/BizBash
Prior to heading inside the museum for dinner, guests mingled in the garden for the reception. Passed bites by Glorious Food included petite chicken burritos dipped in salsa and guacamole, smoked salmon bruschetta, and parmesan crisps stuffed with tomatoes.
Prior to heading inside the museum for dinner, guests mingled in the garden for the reception. Passed bites by Glorious Food included petite chicken burritos dipped in salsa and guacamole, smoked salmon bruschetta, and parmesan crisps stuffed with tomatoes.
Photo: Nadia Chaudhury/BizBash
Inside the museum, the set up was modern and streamlined, marked by a palette of mostly white with pops of green. Dinner by Glorious Food was served family-style and included lobster salad in a tarragon sauce, sirloin with mustard sauce, and white bean salad. For dessert, guests had several options including lemon squares, raspberry tartlets, and French macaroons.
Inside the museum, the set up was modern and streamlined, marked by a palette of mostly white with pops of green. Dinner by Glorious Food was served family-style and included lobster salad in a tarragon sauce, sirloin with mustard sauce, and white bean salad. For dessert, guests had several options including lemon squares, raspberry tartlets, and French macaroons.
Photo: Nadia Chaudhury/BizBash
For the after-party, lighting and production company Bentley Meeker set the tone with colorful lights and radial projections, which was reflected in the surrounding buildings.
For the after-party, lighting and production company Bentley Meeker set the tone with colorful lights and radial projections, which was reflected in the surrounding buildings.
Photo: Nadia Chaudhury/BizBash
To bring something new to the event this year, organizers worked with two-time sponsor Cartier to install an Instagram wall for guests to upload their photos. To encourage guests to upload photos, bracelets with the hashtag #PITG2012 were distributed at check-in.
To bring something new to the event this year, organizers worked with two-time sponsor Cartier to install an Instagram wall for guests to upload their photos. To encourage guests to upload photos, bracelets with the hashtag #PITG2012 were distributed at check-in.
Photo: Nadia Chaudhury/BizBash
Bartenders mixed special cocktails with the new D'usse cognac, which included the Lorraine, a concoction made with the cognac, Benedictine, lemon juice, grenadine, and topped with champagne.
Bartenders mixed special cocktails with the new D'usse cognac, which included the Lorraine, a concoction made with the cognac, Benedictine, lemon juice, grenadine, and topped with champagne.
Photo: Nadia Chaudhury/BizBash
The evening affair saw a performance on the elevated stage by singer Santigold, and Solange Knowles spun tunes. Other celebrity attendees included journalist Barbara Walters, Sex and the City actress Kim Cattrall, and photographer and film director Cindy Sherman.
The evening affair saw a performance on the elevated stage by singer Santigold, and Solange Knowles spun tunes. Other celebrity attendees included journalist Barbara Walters, Sex and the City actress Kim Cattrall, and photographer and film director Cindy Sherman.
Photo: Nadia Chaudhury/BizBash
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