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Juicy Couture Event for Sweet 16 Party
Juicy Couture Theme


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 Light Jockey

 
Designing the Premiere Juicy Couture Themed Event for a Sweet 16 Party
 

The Fusion of Fashion Photography and Entertainment
Event Design for the Sweet 16 Fashion Event
Visual Dialogue by Jack Kelly | Photography by Jack Kelly
Peninsula Club | Cornelius NC

Partners: Rhonda Caldwell-The Main Event, Katie Dinger-Peninsula Club, Elizabeth Tolley- Make Up, Kevin Peeples- Talent/Photography

Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party

Lighting Equipment
10 American DJ H2O
2 ETC Source 4 Leko
8 Elation Opti 30
1 Antari Fogger X-510
4 Chauvet COLORdash Par
4 ETC Source 4 PAR-Nel
2 Elation DP-415

Sound Equipment
4 Global Truss 3m Truss Tube
4 Global Truss Baseplate 16S
12 25 lb Sandbags
2 Altman 50 lb Base Plate
Da Lite 6 x 8 Fast Fold
ViewSonic PJ402D
Elation DR-512

Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party

The American economic revolution has disrupted every fiber of the event tapestry. The world is still cold, lonely, and needs the warmth of community. Yet, the ghosts of glorious events past still haunt community leaders. The spirit of discouragement suspends events rather than settles for what is affordable. Event planners and the trades have a new enemy. No longer just competing with each other we are fighting to keep the events alive. Generous time in the office and modest time on the event floor has led to many creative solutions for the meager budget. Although some have looked at the modern eventscape with dismay, I have seen phenomenal events produced on a budget previously unimaginable.

Everybody is trying to get the sun and the moon for a quarter, not necessary because of greed or disrespect but that is all they have. Rhonda Caldwell, the event planner, is the queen of the sweet16. I have done more sweet16’s with her than any other client. Tag teaming several pressed events; we had a reputation to uphold. Declining budgets go only as far as the inspiration allows and we needed inspiration to slow the decline. Going through several themes, Rhonda and the client settled on a fashion event in the style of Juicy Couture.

Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party

Humorously, Rhonda looked at me stating “Juicy Couture” with a look of anticipation. Frustrated, nothing but stock ideas ushering mediocre designs came to mind. The client wanted the walls to change colors which would have wiped out the budget with one idea. The event would have been weak and my pride wounded. Always expecting dancing, praise, & possibly a tear from the stoic father after my events; I am not sure if anyone would have even noticed I was there. Big budgets are easy, little budgets are not. Anyone can buy the illusion of innovation with the unfamiliar but producing inexpensive innovation is arduous.

Submerging ourselves into Juicy Couture ads, we needed a little luck and imagination. Luckily the adjoining dining room was vacant that evening. The wall separating the rooms was glass. The windows were graced with fibrous paper-like blinds allowing an ample amount of light to pass through. Six water effect lights washed the entire length of the wall. The key to lighting is mystery: if no one can distinguish the source of the illumination the object becomes the focus and the lingering how rouses curiosity. The ability to place the lights in the other room without being charged allowed us to light an entire wall for a couple hundred dollars in the most adept way possible. Pausing the water effect on Carmine pink, the torrential downpour animated our windows splashed with the light of a feminine colored moon.

Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party

Lighting is a dependent art form. Without an object to light, lighting does nothing; that is why the night sky is dark. Even a humble introduction can provide stunning illumination potential. It is miraculous that the reflected light of the full moon 250,000 miles away can bequeath adequate light to easily pilot the night as well as visual splendor, inspiring all. Returning to earth, I am always looking for my moon. Without the introduction of haze, an uninteresting room makes for an uninteresting light design. The art of lighting is the ability to make viewers look at familiar objects in a new way, escorting the eye into new unconsidered spaces pricking their curiosity and inspiring their intellect. No object, no interest. Looking to Rhonda, I needed more to light.

Like any good team we combined forces and moved the two room event into a single room event. This freed up some budget to get fabric columns in the room and a flowing fabric VIP area. Four fabric columns were placed on the corners of the dance floor and illuminated with color changing LEDs. Although the walls were not lit, the radiance from the fabric columns gave the illusion that the room was changing colors with just 4 lights. The VIP was lit with simple Par30s & Persian pink gel. The fabric enclosed VIP Area was now both private and added visual interest in the main room.

Gobos are one of the least expensive ways to customize and event. Although the plain monogram has been abused at events and I hate them; many other logos and expressions of wit can make an event impactful. The gobo motif was simple: “Sweet Sixteen Party” under a medieval-romantic banner. The emblem effortlessly cut through the water flow and also imprinted the entrance wall. The style and ambiguity of the gobo purveyed the androgynous style of Juicy Couture further pushing the theme and style of the birthday girl.

Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party

Good events tale a story. The inspiration for the storyline came from looking at hundreds of Juicy Couture Advertisements. The guests were part of the excusive photo shoot for Juicy Couture’s new clothing line. Make-up Artist, Elizabeth Tolley, prepared our young models with outlandish fashion accessories and tattoo’s. The pictorial scene carried a large lava throne with two coral pink dog figures, back dropped with the Carmine water flow. The photographer used three live-mannequins to create different scenes. Each of our models were not to move themselves but transform into life-like mannequins. Our photographer/director arranged the actors around the throne coercing party guest to model for him. In the style of silent movies, his character was grossly exaggerated touching on insanity dressed in narcissism. Without introduction he carried the each model on and off the stage, our director worked throughout the night getting frustrated, inspired, finicky, angered, confused, ecstatic, flabbergasted; revealed with colossal expressions and gestures. Breaking the performance model, we created unpretentious events of interest noticed only by the interested. Combining the photography budget with the entertainment budget also allowed us to streeeeeetch another dollar.

Full of style, the event still needed a vulnerable touch. Without a hint of openness, one’s event can seem plastic. A video collage exposed the secret past. From childhood to present, the captured memories kept the focus on our sweet 16.

Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party

Suddenly from behind the stage, hundreds of bubbles propelled into the crowd. Iridescent orbs sprinkled the air and the guest stopped to play. Earmarking the evening, the bubbles represent the new world. Often replacing smoke in commercials and cartoons, bubbles are the visual trend in environmental aerial texture replacing rebellion with creativity. Freeing the inner child, the urge to pick bubbles out of the air is inescapable. The reactions of the youngest, unbound by social conventions, were pure joy as they chased the bubbly merriment. Even the eyes of the elders expressed desire to join the frenzy.

The final lighting touch was to apply the Carmine Pink water effect and bathe the floor. Dancing on a sea of pink, the guests were treated like models. After being directed, pampered, and adored; they wait. Our celebrities vogued the evening away awaiting their invitation to the throne. Surrounded in nearly every shade of pink, guest experienced a powerful chic feminine energy. Almost spiritual, the evening carried both an air of mysticism and cheeky fun. Our version of sweet and sour, the event took our guest through the gambit of emotions for a celebration remembered.

Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party
Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party
Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party
Juicy Couture Event for Sweet 16 PartyJuicy Couture Event for Sweet 16 Party