Stage Design: Creating Impact

Stage design is all about creating impact which in this economy makes our jobs a little more challenging, but no less possible. And sometimes, the results of ingenuity and creativity are even more effective. Take for instance, the International Interior Design Association's (IIDA) award ceremony that we have done for several years. This industry has experienced the same troubled economic road as the special events industry. In fact, the lowest dips we felt in 2009, the gradual pick up in 2010 and the re-dip in 2011 were almost identical for both industries.

So while the IIDA has continued to have their awards, the budget and the look have obviously been cut back. But that just means to us as designers that the message only gets stronger. This year the message was rebuilding the industry. This was the only direction the client gave myself and the design team at AOO Events.

What we came up with was a literal translation of that sentiment -- block letters which you can see in the inspiration rendering at the top.

The idea for the lettering came from my own inspiration board in my office. It's where I put magazine clips and other graphics that catch my attention. When I am working on an idea I always turn to this board first.


As guests entered the Los Angeles Ballroom, Hyatt Regency Century Plaza, the stage seemed to be under construction with workers on scaffolds. the letters looked to be partially built. The sound of hammers in the background gave way to musical percussion as guests were seated. Once everyone was at their tables, the workers became musicians -- they are the amazing group, Weapons of Mass Percussion (think Stomp) -- and they performed a rousing percussion-based welcome. It immediately set a tone of high energy for the night.

Adding the white drape backdrop allows a lot of flexibility when building lighting looks for the different aspects of the show. It was important that it appear as though the IIDA was frugal with the money so the stage was simple in design, not in construct.


These two photos are of Weapons of Mass Percussion. After opening the show, they performed again at intermission. The connection between their work and the raw, under construction look of the stage was the perfect complement to the overall message we were going for.

The show in action...

On the tables we did a neutral color palette with raw, stained wood containers, crushed glass and Gracie Jacquard linens from BBJ. The orange flower provided a pop of color against the neutral theme.


For my money (and the client's for that matter) this look was just as effective as what we create when budgets are bigger. Of course with more money there would have been more bells and whistles, more audio/visual elements, more entertainment. But in the end, the goal is still the same whether designing a stage look or the interior of a house -- to use ingenuity and bold looks to deliver impact.

Color Combinations

"Colors, like features, follow the changes of the emotions."
Pablo Picasso

Color. There are only five primary colors, and yet hundreds of hues and combinations, each of which affect our emotions differently.

Color has to hit you right and of course, it is a decision that is made with the entire environment in mind. But still, I find myself going in phases with color combinations. Take, for instance, this recent event produced by AOO Events . A really simply affair, but sometimes the most difficult. Everything has to be just right. This is where an interesting color combination comes into play.



At the moment I'm obsessed with orange and blue together. In flowers, orange is an easy color to access. Not so much with blue. In this case, I brought it in through votive candles. And the linen also has a blue iridescent hue, which doesn't show up well in the photos but was a subtle presence on this tabletop design.

The flowers used -- orchids, pin cushions, rosettes and succulents -- have modern lines.

We raised the centerpiece on a metallic base to allow us to add some more details under the piece itself. Plus, I think it helped show off all elements in the arrangement, such as the succulents near the bottom. Given the other flowers, these were unexpected, yet really worked.


White Valencia Chair: Classic Party Rentals
Linens: BBJ Linens
Chargers: Mandarin Orange Trading Company

GUEST BLOG by Sharon Dexmier

We all begin our design process by staring at a blank screen or empty sheet of paper. But really, it begins before then, with some spark of an idea ... something we saw, heard or felt. I'm always fascinated by this spark and today begin a new series of guest blogs that explores what inspires us to bring a new vision to life. Today my guest is Sharon Dexmier, owner of Napa Valley Linens, a national specialty linen company that exports not just linen but also the dream and look of the Napa Valley lifestyle.
David Merrell Creative Designer, AOO Events, Lead designdawg

INSPIRED BY: MAISON & OBJET
Paris + Textile Love + Trends

By Sharon Dexmier

Everyone loves Paris, but in January even the most beautiful city in the world is shrouded in a blanket of gray. The only bright spot is Paris Nord Villepinte, an exposition center. It too is covered by the same gray sky, but its brightness comes from within; from the design inspiration of the twice yearly show, Maison & Objet.

If you are a design junkie like me, this is the place to be. Throngs of international visitors arrive on trains from Paris ready to take on eight separate pavilions of the latest trends in furniture, tabletop, crafts, lighting and ... my love ... textiles.

I love textiles because the right linen completes the entire design

So why do I go to Paris when my company is called Napa Valley Linens? Because Napa gets it's spark from France! Something about wine countries, I'd venture to guess. But also, I love fabric, and I love a fabric show. And Maison & Objet dials me into what's clicking in the entire design mix. New trends and color emerge every year and this is where they kick off long before they hit the stores, homes and tabletops of Napa, Los Angeles or New York.


The original designs here capture the most attention and inevitably are copied but there's nothing like seeing the genesis of creativity in its purest form. That's a process that continues to inspire and excite me.

By the time I leave the show my creative battery is supercharged. These ideas guide me to my selection of fabrics and colors during the year. Conversely, I'll also be aware of them as I see them emerge in other areas.


For instance, if ethnic chic (an example of which is in the above photo) has a big presence at the show, I know its influence will soon be felt in mainstream furnishings and accessories. Dark moody colors that might be seen on showroom walls will suddenly find their way into the latest design magazines and fabrics. It's a great way to get the trends BEFORE they are even a trend!


The January 2011 show was heavily influenced by Belgian design -- muted walls, honed bluestone tables, natural linen upholstery, and unstained pine furniture were accented with both a touch of metallic and orange.

The contrast of metallic elements on raw muted fabrics is a sophisticated juxtaposition of quiet versus brilliant. It was my spark of inspiration and you can see in these following photos how it made its way onto our tabletops this year at a WIPA (Wedding Industry Professionals Association) event in Malibu.

I love the use of deep orange as an accent color, especially with taupe and gray. In a way, it's almost as if these colors ARE January in Paris -- a gray sky brightened by a fire's warm glow. When this is translated back home in Napa, the colors become the gray of the weathered wood of vineyards after harvest, accented with the brilliant orange of a Napa sunset. An entire story in a simple textile ... although now you know, when it comes to finding inspiration, there is nothing "simple" about it!


About Sharon Dexmier

Sharon Dexmier is the president and owner of Napa Valley Linens, one of the fastest growing national linen rental companies. Her fresh approach to linen design and creative flair has been the driving force behind her company's meteoric rise. Sharon is the Vice President of WIPA for 2011-2012, as well as a member of Northern California ISES and a Gold Founding Sponsor of the Wedding Industry Professionals Association (WIPA).

Designing Charity Events

Although the theme of this charitable event was based on the book, Midnight in the Garden of Good and Evil, the garden that "grew" at the Marriott at LA Live blossomed with only good intentions.

Today many corporations are stepping up and doing a lot of good for charitable organizations. This particular event was for underprivileged children around the world; an annual highlight of the corporation's multi-day meeting. With events such as this becoming part of the corporate world of events, it's important that we as event designers create a look that is meaningful but not perceived as frivolous. The message is always the most important element.

To this end, our design for this event was beautiful, yet cost-conscious as well as understated. The center stage, pictured above, was simple and effective. An 8-foot-tall ficus hedge framed a wrought iron gate in the center while cherry blossom trees brought color to the stage. And the fabric behind it was given texture by projections of branches.

As an example of that cost-conscious element I spoke of, originally the client wanted plants around the perimeter. But with a limited budget, I had to find another way to make this happen. Lighting was the answer.


We did this by using a tree branch gobo pattern and split-gelling the light with a steel blue and green. This was projected onto a fabric treatment we created around the room. The finished effect was an ethereal forest by way of a shadow-play trick with lighting.

No matter what the event or its budget, setting the tone from the very beginning is always one of the things I try to do. Here, we did that with an overgrown arch. During the event, a more subdued lighting than what is shown here helped the elements of the hotel disappear into the background.


Every table had a different arrangement which had guests going from one table to the next to see the design on the table where their friends were sitting. Here, a bird cage arrangement utilized roses and hydrangea. Linen by BBJ Linens.

These wrought-iron candelabra were surrounded with French tulips, rose, and hydrangea.

On other tables, gold statues were surrounded by hydrangea and roses.

This event was as beautiful on the outside as it was in its purpose. Suffice it to say that at midnight in the garden of all good, the seeds were sown for hundreds of underprivileged children.