While Bravo has previously concocted some rather elaborate events and stunts for its portfolio of TV shows—including a makeshift salon in Times Square for Shear Genius, a tasting at Grand Central for Top Chef, and subway displays for Top Design—the network chose a simple but equally conspicuous strategy for the premiere party for its latest series, Launch My Line. Held Tuesday night at Avenue, the private 250-guest reception flaunted the bulk of its branding on the exterior of the west Chelsea nightclub with a large-scale projection of logos.
Set to debut on Wednesday night, Launch My Line is a reality fashion competition that pairs professionals from various fields (including L.A.-based event planner Vanessa Gonzalez) with established fashion designers to create a line of clothing. And to call attention to this, the façade illumination included dressmaker dummies, thread spools, buttons, and scissor shapes beside the logos for the network and the show.
Planned by Bravo director of consumer marketing Valerie Brown and Jason Wanderer of Precision Event Group, the 25-foot-high lighting display balanced the small area allotted for the red carpet and was an unfussy way to incorporate the brand's imagery into the event's design. And with an unobstructed view from 10th Avenue and the High Line, the orange-colored illumination also acted as a makeshift billboard for those passing by.
By contrast, the decor added to the club's interior was fairly minimal, allowing television monitors screening clips of the show to be the primary visual element. One subtle touch added by Wanderer was in the bathrooms, where decals of shapes used in the exterior projection topped the mirrors. Even more understated was the reward given to those who donated a coat to the event's partner New York Cares. Guests who dropped off an item in the designated bins discreetly received a token that could be redeemed for a gift bag.
