Sex and the City – Brand Name Product Placement

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Sex and the City: A Product-Placement Roundup

Sex and the City The MovieThe Sex and the City television series made Manolo Blahnik and Jimmy Choo household names, so it comes as no surprise that the show’s movie version was positioned as a marketing bonanza from the get-go. In fact, a New Line Cinema exec coined it the “Super Bowl for women,” and the studio cashed in by naming seven official promotional partners: Skyy Vodka, Bag Borrow or Steal, Coty fragrances, Glacéau VitaminWater, Mercedes-Benz, Swarovski, and Bacardi Silver. Each of those partners enjoys a symbiotic relationship with the film (and those brands that are not obviously plugged in the film use the movie in advertisements of their own).

Curious to see what labels were name-dropped in the movie, VF Daily sent two reporters to a screening of SATC: TM to count the number of times the promotional products were seen on the screen, along with other brands that were blatantly mentioned. Here’s the unscientific breakdown of the many, many goods in Carrie Bradshaw’s fantastical world.

Designers
Manolo Blahnik (consistently and constantly)
Vivienne Westwood (more than any other designer, most notably as Carrie’s wedding dress)
Louis Vuitton (lots and lots and lots)
Chanel (at least five times)
Dior
Ferragamo
Roger Vivier
Diane von Furstenberg (a scene was filmed in her New York City store)
Hermès
Christian Louboutin (one very clear shot of bright red soles)
Prada
Escada
Versace
Gucci (several handbags—including a big white “Gucci heart NY” one—and brown glossy shopping bags)
Vera Wang
Oscar de la Renta
Carolina Herrera
Christian Lacroix
Lanvin
Nike
Adidas
Burberry
Tiffany and Co. (Carrie’s wedding gifts)
Swarovski (constantly sparkled on Carrie’s encrusted cell phone; also shined on a clip in Miranda’s hair, Stanford’s wedding tuxedo, and on Charlotte’s daughter’s cupcake purse)
Hello Kitty (décor of choice in Charlotte’s daughter’s room)

Stores & Services
Henri Bendel
Scoop
Bluefly.com
Duane Reade
Manhattan Mini Storage (boxes and boxes in nearly every scene shot in Carrie’s apartment)
Bag Borrow or Steal (referenced, explained, and punned on repeatedly)
Netflix
U-Haul

Gadgets
Apple (Carrie’s computer)
iPhone (Samantha’s cell phone—not exactly Carrie’s style)
Blackberry (Miranda’s phone)
Bang & Olufsen (Samantha’s shapely phone in her Mailibu pad)
Dell (Miranda and Big’s computers)
Cuisinart (wedding gift for Carrie)
Sprint (Carrie’s service provider—flashed frequently)

Publications
Vogue (the real editorial office and staffers, a photo shoot, and the magazine itself)
New York Post
Page Six (what better place for an engagement announcement?)
Entertainment Weekly
New York magazine
Marie Claire
The Wall Street Journal (Big’s before-bed read)

Sips and Snacks
Starbucks (again and again)
Pellegrino (on a table or two)
Skky Vodka (to drown Carrie’s many sorrows)
VitaminWater (first an ad hanging on a wall, then on every seat under the tents for Fashion Week)
Smart Water (the water of choice—all over the place)
Pret a Manger (bagged lunch in the park for two)
Cup of Noodles (New Year’s Eve feast)

From the Pharmacy
L’Oreal
Garnier Fructis
Nivea
Jergens
Clean & Clear

Places and Ways to Get There
New York Public Library (the wedding locale)
Lumi (the site of Charlotte and Big’s confrontation)
Buddakan
The Four Seasons
Mercedes-Benz (Big’s chauffer-driven car)
Lincoln Town Car (Carrie’s wedding limousine)
Christie’s (the girls attended an Ellen Barkin-inspired jewelry auction here)
American Airlines (on an ad in Samantha’s office)

—Kate Ahlborn and Louisine Frelinghuysen

Photograph via Sex and the City.

Best art direction and set decoration 2001-2010 – Youtube Extra

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ProductHub.com – Find a Set Decorator

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What do Set Decorators Do?

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What do Set Decorators do?

Set Decorators provide anything that furnishes a film set, excluding structural elements. They may have to provide a range of items, from lumps of sugar and tea spoons, to newspapers, furniture and drapes, to cars, carriages, or even cats and dogs. There are two types of props: action props, or all props that are described in the shooting script; and dressing props, or items that help to bring characters to life or to give a certain atmosphere and sense of period to a place.

Small details often tell the audience the most about characters in feature films: the pictures hanging on the walls of their homes; the contents of their fridge or bathroom cabinet; their books; the treasured objects kept in a box hidden in the desk drawer. All of these details are created by the imagination and creative flair of Set Decorators, who research, prepare and oversee the dressing of every set and adapted location on a feature film. Many Set Decorators work on commercials, where they are known as Stylists, as well as on films. They work on a freelance basis with a number of Set Designers who usually specifically request them. The hours are long and the job can involve long periods working away from home.

Once Set Decorators have met with the Production Designer to discuss the agreed aesthetic of the film, they visit numerous Prop Houses, where they carefully select the bigger props and book them for the shoot. In the Art Department office, Set Decorators prepare a detailed prop breakdown, marking the script up and listing requirements for action props, animals, vehicles, dressing props and any graphics items (letters, newspapers, posters, books etc). Production Buyers and Graphic Artists also prepare their own lists which are compared to check for any missing items. These lists are combined to make the definitive list from which Set Decorators work. The required items are then located, purchased or hired, and where necessary model-makers are commissioned, arrangements are made for furniture to be re-upholstered, etc. When the Final Schedule is delivered (detailing the precise shooting order of scenes in the film), definitive lists of all props and set decoration are prepared according to daily requirements.

Set Decorators may also work on product placement arrangements, or on acquiring copyright clearances for branded items. Close to the beginning of the shoot, Set Decorators photograph all items, taking careful measurements where necessary, and allocate the appropriate props to each set. The day before shooting begins Set Decorators and their teams arrive in the early hours to begin dressing the set. After the Set Designer has checked over the dressed set and made any last minute changes or additions, and the Director and the Director of Photography have given their final approvals, Set Decorators begin work on the next scene detailed on the schedule. Because locations and prop hire can be very expensive, striking (dismantling) each set and returning all the props must be completed as quickly and efficiently as possible.