Shiraz Events Transforms The Breakers for WWD Beauty C.E.O. Summit

By Tracy Block June 1, 2012, 12:45 PM EDT

Enlarged WWD photos made for a colorful backdrop for the lectures and panel discussion on topics such as global marketing strategies, world consumers, the rise of meritocracy, millennial shoppers, and the rise of digital real estate.

Photo: Sonja Garnitschnig

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When the beauty industry’s leading power players gathered at The Breakers Palm Beach for the 2012 WWD Beauty C.E.O. Summit, the setting needed to embody the topics discussed.

The luxury hotel underwent a stunning transformation, curated by Shiraz Events and Ronen Rental. “It is very important to constantly engage,” Shiraz president Shai Tertner. “This is a group of well-exposed men and women, and I always try to make sure we have colors and textures and a good use of the space so it creates a story that is stimulating as well as stylish. The look of the spaces and different events during the summit contributes to what makes the summits so successful and attractive to this industry.”

Here’s what the 280 attendees experienced at the event, held May 14 to May 16.

The kickoff cocktail reception in the Mediterranean Courtyard was lit by paper light groupings and accented by the resort’s lush greenery. The keynote address and Golden Dinner in the Ponce de Leon Ballroom featured golden orchid displays, matching table settings, and light colored projections. An after-party in the Gold Room offered lounge seating and black club sofas with golden pillows, where guests mingled and danced.

The next day began with a formal breakfast in the Mediterranean Ballroom sponsored by Brides magazine. Tables were dressed in a soft color palette of white and cream hues. Pops of color came courtesy of yellow rose centerpieces, while elevated candelabras added a more dramatic effect.

Next, attendees went to Ponce de Leon Ballroom to start the summit sessions. Purple backlighting complemented the blowup photo collage of WWD featured speakers, which was the main focal point of the room throughout the event. Two LED screens showed accompanying slideshows and sat on either side of the slightly elevated stage, which hosted two clear lecterns and a modish purple couch used for panel discussions and conversations.

Round tables were covered in gray textured tablecloths with eight white chairs with silver trims. In the center sat a clear glass frame with social media instructions on how to tweet from and hashtag the event. Two dimpled silver bowls with matching scoops carried mixed nuts and candy, doubling as centerpieces.

A networking break took attendees into the Ponce foyer and courtyard. An antique mirror featured a menu of fruit smoothies scrawled in lipstick. Attendees could lounge on couches with pink and white accents or charge electronic devices courtesy of Belkin’s charging station. Along with an espresso bar, wait staff offered pass-arounds including crudités, mini Cuban sandwiches and mini servings of milk and cookies. A buffet of fresh fruit and decadent desserts was the busiest area during the break.

People were also encouraged to browse sponsor displays. Areas were all highlighted with vases of colored candy, which added both décor and edible treats. Outside, a sponsored Modi Face beverage bar offered more refreshments, while an ice cream vendor passed frozen treats.

Lunch in the Venetian Ballroom, hosted by Givaudan, featured an autumn palette of reds and oranges to reflect an Indian theme. Gold chairs tied the theme together, as did natural light spilling in from the ballroom’s floor-to-ceiling windows, which showcased views of the Atlantic Ocean. The menu featured a seasonal salad, Tandoori chicken, and blood orange sorbet.

Following the final session, the group collected beauty-filled gift bags from Hollywood Fashion Secrets before heading out to the Grand Cabana Pool Deck for the Beauty Bazaar, a two-hour spa session with spray tanning, facials, makeup applications, foot massages, and mini manicures and pedicures. They also enjoyed finger sandwiches, Sonic Sunrise cocktails, and reggae tunes.

Rain forced a cocktail hour to relocate from the Front Lawn to a rustic, indoor bar area lit with white votive candles. Refreshments included watermelon martinis, along with a croquettes and carpaccio tarts.

At dinner in the Ponce de Leon Ballroom, hosted by Wells Fargo Securities, turquoise backlighting transformed the room’s photo collage, while the two LED screens projected purple flowers. Tables were intimate, decorated with driftwood centerpieces with white orchids and oatmeal linens. Simple, turquoise bubbles projected onto the walls, creating an electronic wallpaper effect.

On the final morning, guests were treated to an outdoor affair sponsored by Le bébé Coo. The luxury baby product line influenced the setting, which was clad with whimsical rubber duckies, both on the breakfast buffet and inside a fountain. As attendees prepared for departure, they were offered boxed lunches to take along for their commute.

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