Stuff knows its reader demographic, and it knows what that reader likes. To create that scenario, the mag’s creative services and events director, Amanda Civitello, again tapped event producers Rabin Rodgers for the annual Stuff Style Awards party, which took place on top of the Arclight Cinemas parking garage in Hollywood. “We wanted to create an outlaw party on the roof that felt like an illegal party,” said David Rodgers. “But, of course, it was all completely legal.” The theme emphasized the laddie mag’s style issue, which features men who make their own rules in fashion—“style renegades,” Civitello said.
Rabin Rodgers decked out the party with a 17,000-square-foot black Astroturf carpet from American Turf lining the floor and chain-link fence surrounding the space. The production company’s own mirrored tables and leather ottomans were strategically placed around for spontaneous gathering. Although LG and Ray-Ban sponsored celebrity gifting areas, some stars made the rounds on the dance floor (Jeremy Piven) or sat in the middle of it all (Dave Navarro); others took in the scene under the metal geodesic dome. Hanging from the dome, plasma TVs flashed images of 50’s era burlesque dancers spliced with scenes from cult movies like Heathers and John Waters’ flicks, all programmed live by VJ Owie Pyro. Adam 12 of She Wants Revenge and Franki Chan spun for the crowd.
Around 10 PM, the Eagles of Death Metal played loud and hard, and European beat boxer Killa Kela performed afterward. In between, the Las Vegas break dancing crew the Knucklehead Zoo twisted and turned. Guests got customized T-shirts made on the spot by Hit & Run, and the graffiti artist Kauffi painted on a 24- by 6-foot wall, using the Stuff logo’s color scheme.
Even with so many diversions, the food selection—an array fit for a mall food court—got everyone’s attention: McDonald’s hamburgers, Popeye’s fried chicken strips, Baja Fresh quesadillas, Panda Express egg rolls, and Domino’s pizza presented alongside Gallo’s Dancing Bull wines. The crowd—filled with Hollywood scenesters and club kids, models, rockers, and celebs like Lindsay Lohan, Jared Leto, Jason Lee, Brody Jenner, and Adrienne Curry (wrangled by Fingerprint Communications and Brent Bolthouse Productions and SBE)—ate it up like hungry teenagers.
—Lesley Balla
Posted 10.25.06
Photos: Courtesy of Stuff magazine
Rabin Rodgers decked out the party with a 17,000-square-foot black Astroturf carpet from American Turf lining the floor and chain-link fence surrounding the space. The production company’s own mirrored tables and leather ottomans were strategically placed around for spontaneous gathering. Although LG and Ray-Ban sponsored celebrity gifting areas, some stars made the rounds on the dance floor (Jeremy Piven) or sat in the middle of it all (Dave Navarro); others took in the scene under the metal geodesic dome. Hanging from the dome, plasma TVs flashed images of 50’s era burlesque dancers spliced with scenes from cult movies like Heathers and John Waters’ flicks, all programmed live by VJ Owie Pyro. Adam 12 of She Wants Revenge and Franki Chan spun for the crowd.
Around 10 PM, the Eagles of Death Metal played loud and hard, and European beat boxer Killa Kela performed afterward. In between, the Las Vegas break dancing crew the Knucklehead Zoo twisted and turned. Guests got customized T-shirts made on the spot by Hit & Run, and the graffiti artist Kauffi painted on a 24- by 6-foot wall, using the Stuff logo’s color scheme.
Even with so many diversions, the food selection—an array fit for a mall food court—got everyone’s attention: McDonald’s hamburgers, Popeye’s fried chicken strips, Baja Fresh quesadillas, Panda Express egg rolls, and Domino’s pizza presented alongside Gallo’s Dancing Bull wines. The crowd—filled with Hollywood scenesters and club kids, models, rockers, and celebs like Lindsay Lohan, Jared Leto, Jason Lee, Brody Jenner, and Adrienne Curry (wrangled by Fingerprint Communications and Brent Bolthouse Productions and SBE)—ate it up like hungry teenagers.
—Lesley Balla
Posted 10.25.06
Photos: Courtesy of Stuff magazine
Rabin Rodgers Inc. set up a geodesic dome on top of the Arclight Cinema parking lot for the Stuff magazine Style Awards party.
Hanging from the dome, plasma TVs flashed images of 50’s era burlesque dancers spliced with scenes from cult movies.
The Las Vegas break dancing crew the Knucklehead Zoo did an impromptu routine on the dance floor.
Rabin Rodgers Inc. set up a lounge area with their own furniture and design; it served as a private lounge and as the LG gifting suite.
The LG gifting suite was also a private lounge with pool tables for the V.I.P. set.
