JUDY: A GARLAND FRAGRANCE
Reveal & 100th Birthday Gala
In the Summer of 2022 ZED INK partnered with Judy: A Garland Fragrance by Vincenzo Spinnato to produce their fragrance reveal red carpet event on what would have been Judy Garland’s 100th birthday.
Our event was a tribute to a legend, a birthday celebration for a mother of adoring children, and a reveal of the new fragrance, created by Vince Spinnato and the Garland heirs. The gala took place at The Ebell, where Garland was first discovered onstage, and the exclusive guest list included Judy’s family, peers, super-fans, and beauty influencers. Guests were entertained with never before seen artifacts from Judy’s career honoring her many celebrated roles, a fashion show inspired by Judy’s most iconic looks, and a reveal of her Oscar that had not been seen in over 50 years.
The gala evoked Old-Hollywood nostalgia and every touchpoint was adorned in tribute to Judy’s legendary life and career, with nods to the fragrance notes woven throughout. The inherently shareable experience generated organic social buzz, driving engagement and social amplification with the fragrance brand.
Scope:
Creative
Content
Production
Logistics
To create an unforgettable experience, our “red carpet” gave a nod to The Wizard of Oz with a “yellow brick road” carpet, poppies and entrance lit green like Oz.
We integrated a fashion show presentation that showcased 6 couture gowns, inspired by Judy’s iconic film looks, created by designer Roberto Raccanelli.
We partnered with European chocolatier chök to create a chocolate cake with flavor notes inspired by the fragrance itself.
Over 3,000 Judy Garland roses were displayed in tribute to Judy.
The Get Happy exhibit premiered with over 50 pieces of memorabilia and artifacts that had never been publicly shown as a collection.
In celebration of Pride Month, and Judy’s significance to the LGBTQIA+ community, the Empire State Building was lit in rainbow lights on the night of her birthday. Following the lighting ceremony, the Empire State Building Observatory became the exclusive physical retail location of the fragrance.
Our team created a fragrance garden in the courtyard of the venue displaying a variety of notes that went into the final fragrance.