Shaken & stirred (Events - Film)
The
Martini drinks brand enjoys a long pedigree of perfecting blends and
this perfection extends to its event partnerships. Its latest mixology
initiative brought together the ingredients of seasoned event organiser
Urban Caprice and Working Title films to create a heady world premiere
party for the new comedy, The Boat That Rocked. Urban Caprice’s Alexandra Zand rewinds the event with Sat Bal. (30 Mar'09)
In
the 1960s and 70s many new films launched at the Martini Terrazzas in
Barcelona, Paris, Milan, London and Sao Paulo. More recently, George
Clooney and Jude Law have bolstered Martini’s celebrity clout.
Last week’s premiere of Richard Curtis’ The Boat That Rocked, at London’s Leicester Square, heralds in future Martini Terrazzas parties for Working Title releases. Forthcoming films include Paul Greengrass’ Green Zone starring Matt Damon and Beeban Kidron’s Hippie Hippie Shake starring Sienna Miller and Cillian Murphy.
For Urban Caprice (part of the prestigious Caprice Holdings venues group) the pressure was on to make its mark with Martini’s debut Working Title party. Fortunately, creating impact under pressure is central to Urban Caprice’s manifesto. Its rich history of events includes Armani’s "One Night Only" party, Raisa Gorbachev Foundation launch at Althorp (Tatler's "Party of the Year") and premiere parties including Evita, Dirty Dancing, The Aviator and Closer.
The Boat That Rocked is the story of British pop in 1966 and stars Bill Nighy.
He presides over the rock 'n' roll excesses of pirate radio DJs along with a cast including of Philip Seymour Hoffman, Nick Frost, Rhys Ifans, Rhys Darby and Tom Sturridge.
Film's star Rhys Ifans joins Sir Paul McCartney and new partner Nancy Shevell
Urban Caprice's task was to weave the theme of the film and its clients' brands into the party. Its versatility took in everything from handling production to creating a "retro chic menu" that was served on a collection of 60s record sleeves and music posters. This featured film-themed delights such as Psychedelic Ceviche of Sea Bass and beetroot, and Radio Rock shrimp burgers. The Martini menu listed Pirate's Passion and The Count's Classic among the themed drinks.
Below,
senior project manager Alexandra Zand explains how the party sequence
was broken down and the event constructed by Urban Caprice at the host
venue, The Louise Blouin Foundation in Notting Hill:
Brief
"Our
Client was Martini and, in turn, Working Title. The main aim was to
create a celebratory premiere party for the film, to include the new Martini Terrazza and to maximise press opportunities for both brands.
(Above) Martini placement and illuminated party space
Inspiration
"We took inspiration from the original Martini Terrazza events created by Count Rossi in the early part of the last century.
"Urban Caprice also worked very closely with Future Brand from Paris to design the Martini Terrazza elements."
(Above) Suspended gold disc installation at the party entrance
"Two
of the three floors at the Martini World Premiere Party focused on the
strong styling of the film itself, the 60s obviously taking prominence
in these areas. Of course, creating spaces for events needs to take
into consideration the numbers of guest, the fact that
this was a drinks party, the venue, flow of guests, service of food and
beverages as well as entertainment, seating and interactivity. Our
experience at Urban Caprice of events of this nature and making a big splash both for guests and the media goes a long way to making an event that is just right for all clients' needs."
Challenges
"The detail required to build actual furniture and the Martini Terrazza set allowed us to show off our design and production build skills to the utmost.
"Challenges
included making the aesthetic stunning while maintaining functionality,
ease of installation, weight restrictions of set, modularity and
knowing that the entire set needs to be stored and transported to
premiere parties throughout the world over the next three years.
"Short time lines from sign-off were a challenge but managed and executed with a professionalism and quality that was much commented on.
"It was a great collaboration between about six agencies involved, from London to Paris, we battled against very short lead times, sign-off deadlines and language barriers but we go there in the end!"
Actresses Talulah Riley and Gemma Arterton at the party
What they said:
“Working Title is the perfect partner as we aim to reinvent global premiere parties in unique locations. For example, Martini is one of a select number of global brands that can bring the glamour of Hollywood to Moscow for one of our Martini World Premiere Parties.” Pascal Maiziere, global brand director, Martini
“We
have a very exciting year ahead for Working Title with a number of big
releases and we are looking forward to premiering these films in a
number of countries around the world. This party was an undoubted
logistical triumph.” Tim Bevan & Eric Fellner, co-chairmen, Working Title.
Richard Curtis and Harvey Goldsmith Laura Bailey and Soho House's Nick Jones
Cast member Nick Frost with Sir Paul McCartney & Simon Pegg (Above) Emma Freud
Below Cast member Tom Sturridge 60s pirate ship DJ Johnnie Walker
The Boat That Rocked is in cinemas 1 April