On January 9th, the stunning penthouse of the Luxe Hotel overlooking Rodeo Drive in Beverly Hills was filled with excitement. Nathalie Dubois, founder of DPA, a Los Angeles-based entertainment marketing strategy company, was visibly proud of hosting one of her annual gifting suites in this exquisite location. The Luxe Hotel is less than a mile away from the Beverly Hilton Hotel where the Golden Globes were to be handed out the following day. Jeweler Caroline Neron, Austrian Fashion Designer Miriam Reikersdorfer, the Cape Breton Fudge Company and the M Andrews Sartorial Luxury Collection of designer shoes were just a few vendors among this eclectic bouquet. Representatives of spas, destination resorts and restaurants were also granted the whole room and its wrap-around balcony to promote their products to luminaries of the small and big screens.
In the past decades, gifting suites (or lounges) have become a tradition in Hollywood in the weeks and days preceding award shows. They can be defined as locations where different companies give away products to celebrities in exchange for them taking a photo with the product or standing in front of the company logos.
Through DPA, Nathalie Dubois not only hosts Golden Globe, but also Oscar and Emmy gifting suites. She also organizes events around film festivals in Canada, the Middle East, Asia and Europe (Cannes, Paris, Monte Carlo, Venice), and has worked with more than 700 companies over the years. DPA has also partnered with major networks for some of these occasions. In Los Angeles, Dubois has made a name for herself by organizing these glitzy events at prime Beverly Hills locations and attracting the Hollywood ‘crème de la crème’, including the likes of Richard Gere, Sharon Stone or Charlize Theron, no less. All major brands trust her talents in luring the A-listers and in putting together events that combine elegance and fun. This year was no exception.
On this gloomy Saturday in Los Angeles, the usual array of celebrities made the trip to the Luxe Hotel penthouse. Golden Globe-nominated actress Viola Davis and Tony Denison (who became a household name during his tenure on ‘The Closer’ on TNT), flanked by their respective publicists, could be seen patiently listening to all the ‘five-minute pitches’ describing the ‘exceptional virtues’ of the different goodies. With over 25 brands displayed, it took them about an hour to complete the tour and leave the premises with enough bags to fill up their limo trunks… and head to the next gifting suite in town.
And the Golden Globe goes to…