Catersource is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

California Design Style at a Malibu Product Launch

A product launch that takes place in a private home on the beach of Malibu has a different set of rules than one that takes place in a corporate environment. The number one rule is set a vibe that is in sync with the product, in this case, Eloise DeJoria’s new line of multi-use active wear. Dejoria’s tagline for the event, “Let Love Bloom,” was in evidence from the vibrant colors of the yoga-swimwear to the abundance of California beach beauty at every turn.

The tone set by event designer and producer Carl Bendix of Jupiter Ambrosia Productions was one of vibrancy and fresh perspectives. Looking out across the all-white contemporary living room, past the clear glass walls emboldened for the day with hibiscus decals and DeJoria’s logo and tagline, down the sand and white lounges and cabanas installed for the day and accented with hot pink pillows, the blue water of the Pacific Ocean sparkled.

“When you are by the ocean, it’s always a major element of an event design,” Bendix said. Yet of course, the inspiration, he continued, was the style of the line. “Eloise’s line had rose, gold, blue, white and black, but when she added pink, the theme really came together.”

It was hot pink from the very first moment of the guest experience -- the step-and-repeat in the breezy courtyard where guests entered – to the very last – the gift bags that guests received as they left. Inside the contemporary all-white and glass beach house, the design was augmented with more white seating accented with pillows in bright pink and orange. Floral designed by CJ Matsumoto in the same vibrant color palette on the standing cocktail tables and the buffet popped against the white walls. A gourmet menu by Savore Cuisine had something for everyone, from decadent lobster rolls to vegan flatbreads and desserts. Between bites, guests took sips from freshly pressed juices and creative cocktails by The Service Standard.

As the DeJorias officially welcomed everyone on the main stage, and the yoga models dressed in the bright floral line made human hearts on the yoga stage, it was clear that Bendix had gathered all the right elements to launch a new product, but more importantly, to let love bloom.

Photos: John Sciulli / Getty Images

Get Fresh February 2016
eNews February 2016

Liese Gardner

Owner, Liese Gardner Communications, Los Angeles, CA

Liese Gardner is a marketing expert working with top brands and individuals in the special events industry since 1984.