East End Taste Helms Day-of Coordination for The Daily x Redken Fashion Media Awards After Party
The Objective
East End Taste’s team helmed day-of coordination for The Daily Front Row and Redken’s Fashion Media Awards after-party at Paradise Club at The Times Square EDITION. Led onsite by Vanessa Gordon, the team coordinated the operational details behind a New York Fashion Week celebration bringing together beauty, fashion, brand activations and live music.
The objective was to carry the energy of the awards into an evening where sponsor experiences, guest arrivals and entertainment worked together. A special performance by Grace Bowers anchored the celebration, alongside DJ programming and brand partners positioned throughout the venue.
The Challenge
A Fashion Week after-party brings several timelines into the same room. Activation vendors need access to build and finish their installations. Musicians need equipment setup and sound check. Photographers need time with the completed space. Guests need a clear arrival process, while the host team is managing commitments at the awards themselves.
At Paradise Club, these demands also had to work within a defined footprint and venue schedule. The production plan allowed setup from 4 PM, with doors scheduled for 8:30 PM and all teams required to vacate by 1 AM.
East End Taste provided the onsite leadership to connect those moving parts, giving the host, venue and vendor teams a central coordination point throughout the evening.
Client Name
Daily Front Row
Event Date
September 11, 2026
Event Location
Paradise Club, The Times Square EDITION, New York City
Services
Onsite event management
Vendor and venue liaison
Guest check-in staffing
Activation setup oversight
Run-of-show coordination
Entertainment logistics
Breakdown coordination
The Strategy
Working from The Daily’s event plan and sponsor requirements, East End Taste organized day-of coordination around three priorities.
Establish Clear Onsite Leadership
With the Fashion Media Awards taking place the same evening, the after-party needed an onsite lead who could work directly with the venue and activation teams before the hosts arrived. Vanessa served as the DFR onsite point of contact, supported by East End Taste team members assigned to guest check-in.
This structure gave vendors a clear person to approach and allowed front-of-house responsibilities to receive dedicated attention alongside setup and programming.
Coordinate Sponsor Presence Across the Venue
The activation plan extended beyond individual installations. It included Redken’s photo booth, entry branding, restroom details and cocktail accessories; Hammitt’s bag display wall and live illustrator; and beverage partner displays on the bar.
East End Taste’s coordination brief brought those elements into one working plan, connecting placement, vendor arrival times and readiness checks with the venue’s layout.
Connect Guest Flow With Entertainment
The evening needed to accommodate arrivals, brand interactions, DJ programming and a live band performance. Check-in, access to the event floor, artist holding space and the stage schedule were considered together so that each team understood how its responsibilities connected with the wider event.
The Experience
The Daily and Redken brought the Fashion Media Awards celebration to Paradise Club for an evening marking New York Fashion Week. The nightclub setting provided a backdrop for music, conversation and brand experiences, with Grace Bowers delivering a special live performance.
The activation program featured a Redken photo booth alongside Hammitt’s bag display wall and live illustrator, giving guests opportunities to capture the evening and engage with the brands. Beverage partners included Ciroc, Sainte Marguerite Rosé and Eternal Water.
From the entry hallway to the bar and dance floor, the event brief called for sponsor details to appear throughout the guest journey. East End Taste’s role was to coordinate the teams and timing supporting that experience.
East End Taste’s Role
East End Taste helmed day-of coordination, with an onsite scope encompassing:
Serving as the central DFR onsite point of contact
Liaising with The Times Square EDITION team and activation vendors
Coordinating vendor arrival and setup requirements
Overseeing sponsor placement and event-readiness checks
Providing two team members for guest check-in
Coordinating front-of-house needs with venue security
Managing the working run of show and onsite communications
Coordinating DJ arrival, band sound check and performance logistics
Liaising with the event photographer around pre-event sponsor coverage
Coordinating activation breakdown and the venue’s load-out deadlines
The team’s contribution was practical and guest-facing: keeping information moving between the people responsible for the room, the activations, the door and the entertainment.
Fashion, Beauty and Entertainment
The evening brought The Daily’s fashion-media platform and Redken’s beauty presence into a shared NYFW celebration. Grace Bowers’ performance added a live-music focal point, while the sponsor program created additional opportunities for guests to interact with the brands throughout the space.
For East End Taste, the coordination brief required attention to both the individual partner requirements and the overall rhythm of the evening.
Execution Highlights
Area | Project Highlight |
Onsite Leadership | East End Taste team, led by Vanessa Gordon |
Occasion | Fashion Media Awards and New York Fashion Week celebration |
Venue | Paradise Club at The Times Square EDITION |
Scheduled Event Window | 8:30–11:30 PM |
Live Performance | Grace Bowers |
Guest Arrival Support | Two East End Taste check-in team members in the onsite plan |
Activation Program | Redken photo booth and branded details; Hammitt display wall and live illustrator |
Coordination Scope | Venue and vendor liaison, setup oversight, guest arrivals, entertainment timing and breakdown |
Strategic Impact
This project illustrates the role of dedicated day-of leadership in an event with multiple sponsors and entertainment components. Each partner brings its own requirements; the onsite coordination team connects those requirements to the same schedule, space and guest experience.
East End Taste gave The Daily a team focused on the after-party’s onsite operations while the awards program was taking place elsewhere. That division of responsibility supported the host team and established a clear point of coordination for vendors, venue staff and guest-facing personnel.
The engagement also demonstrates East End Taste’s ability to apply its event coordination expertise in New York City, supporting fashion, beauty and hospitality teams through the operational demands of a live brand event.
Bring Your Next Event to Life
East End Taste provides event production, day-of coordination, staffing and brand activation support in the Hamptons, New York City and California.
From a Fashion Week after-party to a beauty launch or private brand dinner, our team brings clear onsite leadership and close attention to the details your guests experience.
