Earlier this month, on Monday December 7, Petersen Automotive Museum reopened its doors after 15 months of construction and renovation. After an exciting Media Day on Friday, December 4, RG Live Events produced a stunning, rooftop Grand Reopening which was constructed over a three week period. The exterior of the newly designed Los Angeles Museum features an incredible metal-ribbon facade, while the interior includes three automotive-themed floors — History, Industry and Artistry, each showcasing the impact and artistry of the automobile throughout the eras.
RG Live Events, lead by Diana Rayzman, collaborated on the gala with The Petersen Museum for months; the final product being an event and entertainment concept showcasing the history and future of the museum. The design of the event was influenced by both the unique architectural features of the museum’s exciting new building and textural elements of an automobile. “I was inspired by the fluidity of building’s facade and wanted to bring the excitement of the exterior into the event space we constructed for the gala.” Diana partnered with Alexis Rochas of StereoBot to create four 180’ long curved ceiling structures that mirrored the steel ribbons of the building’s facade. Additionally, the contemporary event design was inspired by elements of the automobile such as mirrors, chrome and glass.
After making their way past the custom step and repeat, guests entered a breathtaking tent installed on the 3rd level of the museum’s parking structure. Floral Art LA designed modern tabletop florals that incorporated round spheres and streamlined boxes, a nod to to elements found in the modern automobile. The circular center stage was surrounded by a floor to ceiling translucent scrim that allowed for 3D projection image mapping on the center Kabuki screen. Images by Lighting provided an array of lighting techniques to create a beautiful, layered look that shifted with the program’s entertainment. The room was first washed in the vibrant “Petersen Red,” which then segued into deep blues and purples and other tones to complement the entertainment. Throughout the evening, RG Live Events presented a visual interpretation of automotive history. In three performance installments throughout the evening, attendees witnessed a visual history of the automobile from various eras as a backdrop for a spectacular live performance. The grand finale was an interactive dance performance incorporating 3D imagery of the birth of the new Petersen Museum.
LUXE LIST MEMBERS- Lifestyle PR: Rayce PR
Images by: Scott Clark Photo
Other Players | Production and Design: RG Live Events | Venue Top Floor Parking Structure: Petersen Museum | Catering: Drago Events | Furnishings and Design: Revelry Event Designs | Tenting + Floors: Town and Country | Floral Design: Floral Art LA | Audio/Visual/Image Mapping: No Static AV | Lighting: Images by Lighting | 3D Projections: Quixotic Fusion | Graphics & Printing: Pop Ink | Entertainment: Elan Artists | Center Stage Scrim: Diazan Fabrics | Art Installations: Stereo Bot | Auctioneer: Sotheby’s