Fisher Productions produced the Pirelli launch at Old Billingsgate

Sophia Loren and Lily Cole attend Pirelli dinner created by Fisher Productions: pictures

Jeremy King, 23 November 2009

Produced by Fisher Productions and held at Old Billingsate last Thursday evening (19 November), the launch of the latest Pirelli calendar hosted 800 VIP guests from around the globe.

The launch comprised a daytime conference at the Intercontinental Hotel on Park Lane, followed by a gala dinner in the evening at Old Billingsgate.

For the evening event Fisher Productions created a VIP drinks reception, sit-down dinner and afterparty that was in keeping with the Pirelli brand, as opposed to the calendar itself.

To help achieve this the agency brought in GL Owen Brown, who erected a temporary structure on the venue's riverside terrace. It had a transparent roof and walls, and, most importantly, a covered red-carpet entrance. The main focal point of this area was a huge cube graphic that showed backstage scenes from the shooting of the calendar by revered photographer Terry Richardson.

Split into two parts, one half of the event space housed the reception area. Here guests enjoyed champagne and canapes from Mustard, including tartlet of creamed smoked haddock with spinach, fried quails egg and grain mustard hollandaise, and hot, fresh parmesan cheese straws.

During dinner, which took place in the other part of the event space and featured one of the best menus Event has tasted, the reception area was transformed into an afterparty area. Entertainment came from tribute act Fab Beatles.

The launch event, hosted by television presenter Claudia Winkleman, attracted numerous celebrities including Sophia Loren, Lily Cole, James Blunt, Lemar and Eva Herzigova.

More pictures from the event here.

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