Here’s one thing not commonly associated with luxury brand Moët Hennessy: lack of running water. But leave it to the posh retailer to draw a well-heeled crowd to a mysterious—and very raw—West Side space, where even the frequently heard refrain “Sorry, but there are no restrooms,” somehow sounded chic.
The invitation bore only anemic details—“President Christophe Navarre invites you to join him for a very special announcement”—and a lovely woman from event producer LaForce & Stevens stood on the corner to guide guests to the unprepossessing door. At the party, planned by Moët director of PR and events marketing Christina Monaco, guests learned that the event was to launch a new super-premium rum, 10 Cane. Jeffrey Marcus of JMVisuals transformed the space with Trinidad-inspired decor details, an homage to the island where 10 Cane sugarcane is harvested. Black-and-white photographs of dapper Caribbean gentlemen decked the walls, dark leather chairs clustered around unfinished wooden tables, and a branded, unfinished wooden podium stood at the center of the space.
Across the West Side Highway, a water tower provided the backdrop for a 10 Cane logo projection—clearly visible through the massive room’s west-facing wall of floor-to-ceiling windows. Behind DJ Coleman and his turntables, a library of old 45 records in weathered paper sleeves provided a splash of classic, understated color.
Of course, behind a long bar—not a wet bar, we remind you—perched dozens of bottles of 10 Cane. Caterwaiters from Olivier Cheng Catering and Events passed classic rum cocktails: mojitos, Cuba libres, and rum daiquiris. And elegantly packaged 10 Cane bottles in the gift bags encouraged guests to extend the tasting into the recently arrived spring.
—Alesandra Dubin
The invitation bore only anemic details—“President Christophe Navarre invites you to join him for a very special announcement”—and a lovely woman from event producer LaForce & Stevens stood on the corner to guide guests to the unprepossessing door. At the party, planned by Moët director of PR and events marketing Christina Monaco, guests learned that the event was to launch a new super-premium rum, 10 Cane. Jeffrey Marcus of JMVisuals transformed the space with Trinidad-inspired decor details, an homage to the island where 10 Cane sugarcane is harvested. Black-and-white photographs of dapper Caribbean gentlemen decked the walls, dark leather chairs clustered around unfinished wooden tables, and a branded, unfinished wooden podium stood at the center of the space.
Across the West Side Highway, a water tower provided the backdrop for a 10 Cane logo projection—clearly visible through the massive room’s west-facing wall of floor-to-ceiling windows. Behind DJ Coleman and his turntables, a library of old 45 records in weathered paper sleeves provided a splash of classic, understated color.
Of course, behind a long bar—not a wet bar, we remind you—perched dozens of bottles of 10 Cane. Caterwaiters from Olivier Cheng Catering and Events passed classic rum cocktails: mojitos, Cuba libres, and rum daiquiris. And elegantly packaged 10 Cane bottles in the gift bags encouraged guests to extend the tasting into the recently arrived spring.
—Alesandra Dubin
At Moët Hennessy’s 10 Cane rum launch, black-and-white photography decked the walls in a raw West Side space.
Dark leather chairs clustered around unfinished wooden tables, and lots of 10 Cane bottles adorned the bar.
Behind DJ Coleman and his turntables, a library of old 45 records in weathered paper sleeves provided a splash of color.
Across the West Side Highway, a water tower provided the backdrop for a 10 Cane logo projection.
