How a Product Launch Brought an "Eye Candy" Message to Life
Alice & Olivia launched its eye-candy-theme eyewear collection with a highly visual party space worthy of the brand messaging.
To launch its new eye-candy-theme eyewear collection, Alice & Olivia hosted a party where—you guessed it—eye candy was the name of the game. The Alice & Olivia by Stacey Bendet "Eyewear Is Art" launch, held on April 12 at the Greenhouse at Platform Los Angeles, had a highly visual and imaginative look and feel, apropos of both the brand messaging and the social-sharing inclinations of the celebrities and influencers in attendance.
Kourtney Kardashian, Freida Pinto, Olivia Culpo, Leona Lewis, and Lydia Hearst were among the guests at the event, produced by Alice & Olivia with the A-List and Hello Samo. There, oversize sculptures and interactive vignettes provided visual appeal—and stunning photo backdrops—alongside models wearing looks and glasses from the brand.
The press wall took the form of a massive collage of pink bubbles. Oversize red inflatable lips decked a surrealist wall, above a rainbow of color-blocked candy on the floor. And black-and-white diamond tiles decorated the floor of an area meant to evoke a surrealist chess board. A wall of doughnuts added to the whimsy, as did a miniature pink gingerbread candy house. Large images of ice cream, gum balls, lollipops, and lemon trees scattered the space.
In the “What are you really thinking?” photo booth, cheeky thought bubbles automatically generated on the photos of the eyewear-clad partygoers with thoughts like, “Whoa, that was close. I almost had to socialize,” and “I know you think I’m looking at you, but I’m really trying to see my reflection in your phone case.”
"Eye candy was the the theme of our first eyewear collection, and I wanted to bring it to life in a whimsical, colorful, and fun way,” said Alice & Olivia C.E.O. and creative director Stacey Bendet.
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