Luxury fragrance house Creed hosted an exclusive dinner party in Los Angeles on Friday night to celebrate the upcoming BET Awards. The event took place in the open-air courtyard restaurant of the iconic Chateau Marmont, drawing a star-studded guest list that included rapper Saweetie, rapper Joey Bada$$, rapper and singer Guapdad 4000, actor Winston Duke, actor Olly Sholotan, actress, producer, and screenwriter Lena Waithe, filmmaker Melina Matsoukas, comedian Aida Rodriguez, and choreographer LaurieAnn Gibson.
The dinner was organized to honor Hollywood’s creative talents during the BET Awards weekend, which is set to take place at the Peacock Theater in downtown L.A. on Sunday. Alexandra de Lara, head of integrated communications at Creed, addressed the attendees, highlighting the synergy between Creed’s dedication to artistry and the creative endeavors of the guests. “BET Awards weekend is a robust, vibrant experience, and we have always admired the energy, excitement, and colorful displays of individuality that occur during this weekend,” de Lara said. “Here at The House of Creed, we use rare, natural ingredients that celebrate the beauty of nature. Our process is labor-intensive and driven by artistry and perfection, much like the care and intentionality that all of you in this room place into your respected crafts. We are excited to celebrate this dynamic group. You each play an integral part in pushing art forward first and foremost.”
Guests were treated to a delectable menu featuring tuna tartare, steak, and salmon, with tiramisu served for dessert. The evening’s signature cocktail, named after Creed’s Aventus fragrance, was a refreshing blend of vodka, pineapple, lemon, ginger, honey, and sparkling wine.
Creed, originally founded as a tailoring house in London in 1760, has a rich history that spans over 250 years. The company transitioned to fragrance and has remained family-owned until recently. In May 2020, BlackRock Long Term Private Capital and Spanish businessman Javier Ferrán acquired Creed for approximately $310 million. In June 2023, the company was sold to Kering for 3.5 billion euros.
The dinner party was a testament to Creed’s commitment to celebrating creativity and excellence, aligning perfectly with the spirit of the BET Awards. The event provided a unique opportunity for Hollywood’s creative minds to come together and celebrate their contributions to the arts.
Source: Various sources
