Written by Jennifer Jaconelli
Saturday, 22 May 2010 00:00
It was U.S. poet Ralph Waldo Emerson who once said "there are no days in life so memorable as those which vibrate to some stroke of the imagination." For Sara Blonstein, founder of Blonstein & Associates, the ownership of a boundless imagination is the very quality that has enabled her to create exceptional experiences in an illustrious career spanning over 20 years.
It was immediately evident when speaking to Miss Blonstein that great imagination, veracious glamour and a fervent appreciation of her environment were highly prevalent in her persona, as she describes jubilantly how she'd just returned from Shoreditch House roof where she'd been donning a khaki suedette swim suit equipped with jean-esque pockets that she'd recently bought in the south of France. On a normal day she can be found swimming the length of Shoreditch House roof, experimenting at the gym (including accidentally punching herself in the face at boxing) and taking her son to school wearing the Juicy Couture joggers that her boyfriend Jeff has spiced up into hareems. Nights are spent making the most of the cultural metropolis surrounding her, going to other people's parties, restaurants and galleries. And of course, for the most part of her day, Sara Blonstein is formulating fabulous events for world renowned brands.
Countless elements contribute to Blonstein's creative expertise and expressive flair, "I have always created intricate stories from an early age and have been fascinated with really feeling and experiencing something from mixing history, modern culture and something magical together." It's obvious as we talk about the inspirations behind the elaborately extravagant events she creates that she has eagerly explored a number of avenues to exercise the artistry of her mind. She studied Fine Art in Sheffield, had a short stint in New York and finally gave in to the luminous pull of London - specifically East London, which Blonstein describes as a "petri dish of hot new ideas and talent."
In London, Blonstein immersed herself in several industries. She was a noted face on the alternative Soho club scene, being assistant manager to 80s super band 'Sigue Sigue Sputnik'. Fashion was her next creative stepping stone, styling the likes of Bros, Inner City, Ten City, Alison Limerick and Arthur Baker, whilst developing paralleled interests in film production and set design. Noticing her appreciation for the many different layers contained in the arts, Blonstein craved a career that enveloped all of her interests "bringing my 'life loves' into one pot" which is how she entered the world of events.
Blonstein's first events were the prestigious 'Pussy Possy' parties, which were tied into an anti-AIDs campaign, "we were passionate about 'sexy feminism' and all things retro. The whole 'movement' was set inside some very elegant and outrageous, full on, empty warehouse parties. We mixed kissing booths with huge bars serving amazing cocktails. Mud wrestling with stripping. Beds on every corner. We wanted to get 'savvy Soho chicks' wearing and carrying condoms. It was very art directed, very glamourous and very clever."
The success of these events led Blonstein to create Blonstein & Associates, a London based creative event and experiential agency which has continually progressed over the past 20 years and now holds corporate relationships with brands such as MTV, BAFTA, Agent Provocoteur and Fashion East, "you come to us when you want something that involves a leap of the imagination. We intelligently and creatively place your brand in the centre of an experience no one will ever forget."
Blonstein & Associates have recently been working with annual clients Pernod Ricard. This year they ventured to a private island and turned an desolate building into a faded boutique hotel whilst showcasing an embellished cabaret. Blonstein is excited to venture into the far beyond again this summer to work on an imminent project with luxury spa resort provider, Six Senses, in celebration of the launch of their new resort in the Maldives. The opportunity to travel is a welcomed occurrence, as she is passionate about travel and experiencing other cultures, especially India and Asia. She states a love of colonial elements over national treasures, with an interest to observe the British influence on cultural norms, and she actively seeks inspiration in order to implement fragments of other countries into her events.
With paramount thought, feeling and inventive expression injected into every event birthed from Blonstein & Associates, Sara Blonstein rarely misses an event. Every experiential detail is strategically and creatively catered for, from the moment of entering the venue to the way a guest feels when they go home. Blonstein exudes an ardour for her career that is enviable. The fulfilment experienced when seeing guests revel in each fantastical facet of an event is Blonstein's prime enjoyment, especially because each guest has a story to tell that has been cultivated by the unforgettable experience they've created.
Monday 06 February 2012
