MARIA ROSA A. DONADO

PORTFOLIO

Everyone was BITTEN

For the launch of Sarah Jessica Parker’s line BITTEN, our mandate was to design an environment for “the everyday woman.” This was a bit of a challenge since the event was to be held at Drive In Studios. So we opted to work with the décor instead of mask it. Thus the inspiration was that of many New York City apartments, oddly shaped with plenty of exposed brick. Oversized photos and quotes from the brand campaign were hung from the walls, while Barcelona lounge sets and large rugs were clustered throughout the venue. To add some pizzazz, we used gobos were throughout the space to shine logos and the BITTEN tagline.

Extra long black bars were custom made to match the furniture sets and black cocktail tables were spaced sporadically around the room as a convenient place for empty glasses. To keep with our casual theme, servers passed fun finger foods like mini burgers, mini fries, mini cupcakes, and BITTEN cookies, while guests had the chance to get their own “touch and feel” of the line by walking up to the mannequins posed on the cyclorama, dressed in the key looks from the campaign. But even better than mannequins, we used real celebrities as the true test. Before the event, selected pieces from the line were sent to celebs like Jessica Seinfeld and Beth Ostrowsky, so they could show the photographers and crews on the red carpet that they were also “BITTEN.” Even celebrity stylist Robert Verdi posed in the signature tee to show his support.