Masterclass 1: Lesson 2 of 5
Variety invites powerful women to unite
How do you create one night to help women everywhere feel that their stories matter?
I don’t have to tell you about why this is important. But this was the challenge facing the magazine Variety, in an event presented by the movie channel Lifetime. What we came to was that we should bring together some of the most powerful, visible women in media and entertainment for a night of reveals and celebration. They’d get to speak about and honor the struggles people may not know they’ve faced, and above all, celebrate these women for their accomplishments.
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No surprise, the powerful women here were the story, so the backdrops and settings should take a backstage to all the remarkable attendees.
The team evaluated six iconic New York locations and Variety selected the Cooper Hewitt, Smithsonian campus on the Upper East Side. For those who haven’t been, it’s a classic Georgian country manor crenulated in vines with floor-to-ceiling wood-paneled interiors and a sense of timeless elegance.
Photographers were on the lookout for capturing candid moments of surprise, levity, and emotion.
Highlights
Oprah thanks SAG for wrapping up the strike as she praises Fantasia Barrino
Your Journey With Us
Communicate your event’s purpose so it influences every design decision.
Select a venue that subtly conveys your story and roots your attendees in a time and place.
Keep the focus on the people—don’t create decorations or activations that outshine the purpose.
When your attendees are experts on camera, look to the room for improvisation.
In the next lesson:
The U.N. gathers.
