The Golden Globes: What Were Our Favorite Events of the Night

We at Soho Studios appreciate a good party. The Golden Globes red carpet was packed with extravagance, innovation and today’s hottest talent. Sure, the Golden Globes as a whole was unique, awesome and memorable. A few events stood out, however, and we want to give them praise.

Moët & Chandon "Toast for a Cause"

First, we want to tip our hats to Moët & Chandon, which celebrated its 26^th anniversary. Serving up crisp champagne, Moët & Chandon highlighted the Golden Globes way of live by putting visitors first. It also established a black-and-gold display. The scenic bar, outfitted for its “Toast for a Cause” drive, partnered with celebs to raise charity money. Moët & Chandon vowed to donate $1,000 in the names of donating celebrities, as well as another $1,000 per funded participant.

The HBO Golden Globes Party

At the center of the Golden Globes extravaganza, HBO worked with long-term event design partner Billy Butchkavitz. The annual bash was invigorated with a minimalist approach, and vibrant patters certainly paired well with its soothing color palette. Even though it was a Golden Globes experience, HBO decked out the area with khaki, gray, silver and champagne. Sometimes, sharp attention is needed to pool off soothing vibes.

The Fox and Hulu Party

On the event’s other end, Fox partnered with Hulu and 15/40 Productions to host the event’s annual afterparty. The Fox and Hulu party featured 800 floating lanterns, a free-formed chandelier and a night-sky view. Playing upon the industry’s high-tech strives, the party focused on glowing stone walls: Stone, metal, air and earth were each paid generous attention, serving as the event’s focal point and frame alike.

The Weinstein Company and Netflix Golden Globes Party

Finally, we feel it’s important to pay homage to Best Events—which crafted a fine-detail environment packed with dramatic drapery, skylight greenery and beautiful chandeliers. What began as an initiative to block out nearby construction sights became a full-fledged, immersive environment. Best Events assisted the Weinstein Company, serving craft cocktails at chocolate bars. Best Events, here, targeted a mixture of modern lounge and art deco. Maintaining a neutral color palette and luxury accents, it succeeded in creating a “space between spaces”

The Golden Globes were wild. The target of W magazine, anniversaries and marketing initiatives, the Golden Globes existed as a high-energy fair of intrigue. Sometimes, it’s best to party. Often, event marketing innovation can be found in celebrations of entertainment. Temporary spaces are unique, and they’re certainly worthy study material. The Golden Globes were hot, packed with gold-blocked bars, red carpets and celeb appearances. At the end of the day, art and culture are one in the same.

How Netflix Created A Gilmore Girls Pop-Up Program with Local Coffee Shops

If you are a planner and looking for a creative idea for a future event, look no further than Netflix's Gilmore Girls pop-up program. Netflix signed up more than 200 coffee shops for its unique Gilmore Girls event. The purpose of this pop-up program was to spike viewership for the remake of the Gilmore Girls series. The cult classic was revived on Netflix on October 5. Later this month, Netflix will release “Gilmore Girls: A Year in the Life” that takes an in-depth look at each of the series' main characters in segmented fashion. About Netflix's Gilmore Girls Pop-up Program

Netflix worked with Allied Experiential to recruit over 200 cafes throughout the United States for its pop-up program. The entertainment company redesigned each coffee shop into the Gilmore Girls' hangout of Luke's Diner. Netflix personnel hand-picked specific coffee shops based on strategic location, right down to the neighborhoods in which these sites are situated. The aim was to connect with those who are most likely to watch the Gilmore Girls series as well as young professionals. Netflix gurus believe that those between the ages of 20 and 30 are the target demographic for the remake of Gilmore Girls as these individuals were most likely to have enjoyed the series during its seven year run in the early 2000s.

Why the Gilmore Girls Pop-up Program Succeeded

The Gilmore Girls pop-up program was scheduled for what the company refers to as “Gilmoreversary”. This is the date that the series first aired. The event was a smashing success, attracting hundreds of fans at nearly each participating coffee shop. Some cafes reported that fan interest was so high that pop-up goers spilled out onto the street. Netflix equipped each cafe with signs, coffee mug sleeves with Gilmore Girls branding and a baseball cap/flannel shirt combination for staff. Netflix even went as far as providing money to the coffee shops for free java between the hours of 7 AM and Noon. Each coffee shop was also provided with Gilmore Girls branded aprons and shirts to sell to pop-up attendees.

It is clear that Netflix went all out with this event. The online streaming service even went as far as sending one of the series' actors, Scott Patterson, out to the pop-up at Luke's Diner in Beverly Hills. Part of the reason for the event's success is the fact that Netflix took the extra step of advising each coffee shop with specific guidelines as to how they should promote the pop-up through social media channels. Gilmore Girls ascended to the number three trending Twitter topic on the day of the pop-up. Netflix's Gilmore Girls pop-up is an example of the type of detailed planning and creativity that every planner can draw inspiration from for future events.

Looking for a venue for your own experiential marketing event?  We have multiple event spaces that are perfect for events of various sizes, so you can be sure that you can fit any size crowd inside. Whether you're planning one event or a multi-venue tour, make sure one of your stops is at Soho Studios!  Contact us today to get started.