Paper Packs Arty Pop-Up Venue
The New York-based magazine courted West Coast hipsters with a five-day cabaret, gallery, and party in Los Angeles.
February 28, 2006
It wasn't a lavish snack spread that packed them in at the launch party for Paper magazine's five-day Paper Project Los Angeles. It was killer word of mouth. Hundreds of L.A. hipsters turned out to see downtown New York's style-and-art bible strut its stuff—as well as theirs, as Paper showcased the Chapin Sisters and Ann Magnuson, among other local artists—both performance and fine.The magazine converted Acme electronic game store on Melrose Avenue into a self-described "pop-up cultural center" for "pop madness." The venue became the headquarters for the Paper staff's temporary move to town to shoot its February issue featuring the different tribes of L.A. It also doubled as a cabaret, art gallery, and party space. The idea was to up the magazine's profile in Los Angeles, where many of its constituents are migrating, pushed out by New York's high cost of living. "It's an important market, and important stuff is happening here," said Paper cofounder Kim Hastreiter.
Working with Hastreiter, L.A.'s Evolutionary Media Group cleared out Acme's furniture and most of its flatscreens and whitewashed the multicolor 2,200-square-foot interior. "We didn't want it to be juvenile and colorful," says Evolutionary's Jennifer Gross. "It was supposed to reflect art and fashion and photography, and you need those clean, white spaces to get that feel."
Vintage white Barcelona benches and brightly colored chairs were borrowed from Modernica Furniture, and two bars were set up serving Svedka vodka, Amstel Light beer, 10 Cane rum, Ecco Domani and Bootleg wines, Fat Bastard champagne, and Arizona iced teas. One of the bars was located in a white tent put up behind the store by Dodd Mitchell, who designed the Hollywood Roosevelt Hotel, where Paper's people were staying. Cosponsor Adidas installed tables inside for foosball, air hockey, and Ping-Pong. But all was not lost for guests with the munchies: designer Leyla Safai provided a colorful ice cream truck near the tent offering Mashti Malone ice cream sandwiches, chocolate tacos, and Tofutti Cuties.
—Irene Lacher
Photos: Stefanie Kennan/Patrick McMullan
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Working with Hastreiter, L.A.'s Evolutionary Media Group cleared out Acme's furniture and most of its flatscreens and whitewashed the multicolor 2,200-square-foot interior. "We didn't want it to be juvenile and colorful," says Evolutionary's Jennifer Gross. "It was supposed to reflect art and fashion and photography, and you need those clean, white spaces to get that feel."
Vintage white Barcelona benches and brightly colored chairs were borrowed from Modernica Furniture, and two bars were set up serving Svedka vodka, Amstel Light beer, 10 Cane rum, Ecco Domani and Bootleg wines, Fat Bastard champagne, and Arizona iced teas. One of the bars was located in a white tent put up behind the store by Dodd Mitchell, who designed the Hollywood Roosevelt Hotel, where Paper's people were staying. Cosponsor Adidas installed tables inside for foosball, air hockey, and Ping-Pong. But all was not lost for guests with the munchies: designer Leyla Safai provided a colorful ice cream truck near the tent offering Mashti Malone ice cream sandwiches, chocolate tacos, and Tofutti Cuties.
—Irene Lacher
Photos: Stefanie Kennan/Patrick McMullan
Related Stories
Illy Buzzes Manhattan With Temporary Café
Fashion Week's Upstart Show Venue
The launch party for Paper magazine's five-day Paper Project Los Angeles at Acme electronic game store brought hundreds of L.A. hipsters to generate buzz for the New York-based magazine.
Paper showcased local artists, both performance and fine.
The event brought a lavish snack spread, as well as two bars and an ice cream truck parked nearby.
Local musicians performed for the crowd.
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