Nominations are now open for the 12th Annual EEAs!

It's time to make your mark. Nominations are now open for the 12th Annual Event Experience Awards!

Before Valentine's Day, Svedka Hosts "Meet Your Future Ex" Bash

Alesandra Dubin

February 2, 2012

Sa Jenny Heart Svedkapng

Photo: Michael Williams/StarTraksPhoto.com

Known for its provocative marketing, Svedka invited guests out to a Los Angeles affair on Tuesday with the tagline, "Meet your future ex. Because nothing lasts forever." Billed as an "anti-Valentine's Day" bash, the event took to Agency in Hollywood, with shared hosting duties by Carmen Electra and Jenny McCarthy. Signs around the space bore decidedly unromantic versions of candy heart messages. A dartboard beckoned guests to throw the missiles at their Hollywood future exes, and on-message flowers from Petals L.A. included black roses and black calla wrist corsages.

At the bars, the vodka brand served the "Future Ex" cocktail, made with Svedka Clementine, elderflower liqueur, cranberry juice, and champagne.

Guests were welcomed to their seats with a book decorated with a reading light that illuminated the place cards and added an amber glow to the tablescape.

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Guests were welcomed to their seats with a book decorated with a reading light that illuminated the place cards and added an amber glow to the tablescape.

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Despite rainy conditions in Hollywood, the event made its own sunshine via springtime decor, activities, and catering.

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The LOVE Party’s dessert bar was sweet, but we think event profs will find the attention to detail at this rock ’n’ roll-themed affair even sweeter.

Of course, the centerpiece of the LOVE Party was a dance floor that boasted the event’s paint-splattered and lipstick-kissed branding. Amid dancing the night away, eventgoers could quench their thirst at one of multiple bars, where liquor bottles shared shelf space with the amount of red roses lovers dream about receiving on Valentine’s Day.

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'Because of the nature of Vibiana and the way the venue lays out, projection was the way to go,' said Rembac. 'We felt it would yield a much bigger impact than a ceiling install or anything too complicated on the tables.' Sterling Engagements worked closely with the venue's in-house AV team to produce 'scenes' that would subtly shift throughout the night: For arrivals, it depicted a snowlike journey to the destination; for the program, it was a forest that made guests feel like they were staring out a window at a perfect winter setting; and for the party, the projections morphed into a fun, festive, and celebratory atmosphere. 'We modified the overhead and front perspective within each look, and as the evening progressed, so did our surroundings—which was really fun,' she noted.

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Event producer Tina Li sees an event like the Unforgettable Gala as a chance to spotlight and boost API-owned vendors and enterprises. “Events like this let us promote and support our community not just on camera or onstage, but also behind the scenes,” she said. “It’s truly an event uplifting APIs—where the actual heavy lifting is also done by APIs.”

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'We love peach for the pop of color it adds to a tabletop. When a Pantone color comes out for the new year, we love to use varying shades of the color. For example, shades of peach and coral pair so well together or serve as a beautiful complement to pinks and blues. Peach is also a great color to work with when there is a neutral color palette involving nudes, beige, and metallic,” said Heather Rouffe, managing partner and director of sales at Atlas Event Rental. (Pictured: Classic Peach linen napkins)

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