GQ MEN OF THE YEAR AWARDS 2010

Client Feedback:
"The best we've ever done, due in no small part to the wonderful production. You and your team were brilliant."
DYLAN JONES, GQ EDITOR

"The stage set looked stunning, seriously one of the best you’ve ever done. The whole production was seamless and the dressing of the Amphitheatre and corridor was stunning. It is always a pleasure to work with you and your team, and behalf of everyone at GQ I just want to say a huge thank you. Roll on No. 14!
GQ

Creative Event Brief:
For 13 consecutive years, Timebased has produced the GQ Men of the Year Awards for Condé Nast Publications. Each year the aim is to create another outstanding awards ceremony for GQ magazine. This year was no different with Timebased ensuring that the repeat sponsor, Dunhill, once again had significant branding and profiling throughout the event in a fresh manner that differed from previous years. In addition to the audience of A-list celebrities and clients of Condé Nast, the Awards ceremony was to include a special appearance from the Prime Minister, David Cameron.

Event Planning and Approach:
Timebased took inspiration from the flagship Dunhill store and HQ, Bourdon House, and built a stylized wall panel stage set created from cut vinyl, fixed against a gloss acrylic background. We then echoed the Art Deco theme of the invitation and the black tie dress code by creating this stage set in monochrome. Timebased applied its usual attention to detail in all areas, including programming the giant 3-dimensional GQ letters on the stage to colour-change synchronously with each award. Arriving guests were led to the Amphitheatre Bar through a Hall of Fame gallery showcasing iconic images taken by Richard Young over the past 13 years of GQ. The event was hosted by James Nesbitt and was opened with an electrifying live performance by the Friendly Fires.

Event Management Results:
Press coverage was epic with once again a phenomenal celebrity turnout; a veritable who’s who from the world of entertainment, politics, literature, film and music.

Celebrities handing out the awards included: Emily Mortimer, Dominic Cooper, Noel Gallagher, Lily Allen, Mark Ronson, Sir David Frost, Michael McIntyre, and Alexandra Burke. Winners and guests included Dizzee Rascal, Jon Hamm, Gemma Arterton, Tinie Tempah and Alexa Chung.

Hollywood glitter came from Martin Scorsese, whose tribute to Giorgio Armani was received with a standing ovation for the Italian designer. Armani accepted his Designer of the Year award in Italian via an extremely glamourous interpreter.

Tracey Emin, dressed as The Stig, presented Doctor Who’s Matt Smith with his award for Best Actor, and the Prime Minister David Cameron delighted guests with coalition government Brokeback Mountain parallels and Wayne Rooney quips as he picked up his award.

Timebased is no stranger to producing bespoke events in some of Europe’s most prestigious venues. When the last guests left just before 2am, we had 4 hours to return the Paul Hamlyn Hall in the Royal Opera House back to normal for the next day’s public activities.