Beyond my working years at Interview for Ingrid Sischy, one of the world’s greatest editors, a professional high point came when I was elected to serve as a producer of Interview Magazine’s 30th Anniversary in concert with our client David LaChapelle. Workhouse won the account upon opening our doors. It was before we were truly staffed and did so with two weeks notice. A tremendous win for a fledgling agency. That was until we realized the magazine didn’t have a budget. Something Andy Warhol and Interview were famous for. For us, it meant aligning massive corporate sponsors over 10 working days to even build the thing. A seemingly impossible task given I was on assignment with LaChapelle in Paris. Melding the launch of David’s forthcoming book into the anniversary allowed us to transform New York’s Kit Kat Club — a nightclub on the fringes of a then seedy Times Square — into a debaucherous ‘Hotel LaChapelle’. The room was filled with massive rows of twin beds, night stands, bibles, alarm clocks, neon signs, topless Bell boys adorned with pasties and suspenders, giant inflatable dolls, cupcakes by Donatella Versace, and an effervescent Amanda Lepore leaping out of a giant birthday cake. Elton John, Lil' Kim, and Groove Armada performed before a who's who of arrivals including Mick Jagger, Julian Schnabel, Liz Hurley, Demi Moore, Mira Sorvino, Olivier Martinez, Sean "Puffy" Combs, Russell Simmons, Iman, Joel Schumacher, Barry Diller, Diane Von Furstenberg, Calvin Klein, Donna Karan, Christina Ricci, Willem Dafoe, Tom Ford, Michael Kors, Todd Oldham, Larry Fink, Graydon Carter, Jon Bon Jovi, Miluccia Prada, Andre Harrell, Helmut Lang, Gus Van Sant, Chole Sevigny, Fran Lebowitz, Moby, Cindy Sherman, Jane Holzer, Gabby Hoffman, Thora Birch, Harmony Korine, Paul Morrissey, Fab Five Freddy, Francesco Clemente and Edward Furlong and so on. It was straight Warhol circa 1999. The kind of electric night you couldn’t completely comprehend. Nights now left to nostalgic wine and roses.
Adam Nelson | CEO & Founder | WORKHOUSE
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WORKHOUSE is pleased to share our recent success on Clutch: We have received an impressive 4.5 out of 5 stars for our overall quality of work. Clutch is a Washington, D.C- based ratings and reviews marketplace that conducts ongoing research of the best providers in advertising, branding, PR and other creative and traditional industries. Clutch reaches out to our past clients to obtain reviews regarding our performance. They primarily do this through interview-style phone calls.
WORKHOUSE is combatting a large market of PR firms, and yet few can match our customer service and quality of product. As one of our clients stated, “They took an overwhelming scope of work and completed everything with efficiency and good humor.” Our commitment to cultivating the best public relations, marketing, and branding that a company could desire shows through our client’s satisfaction.
Clutch also collects ratings for a number of other metrics. We are proud to share that we have also received a perfect 5-star rating for our scheduling and our clients’ willingness to refer us to others. Here at WORKHOUSE we understand that business must run quickly and efficiently. In today’s fast paced world, no one has time to wait, and as the world is always evolving we ensure that your brand will keep up with that pace. In regard to our clients’ willingness to refer WORKHOUSE to others, we believe this quote from one of our clients says it all, “They’re a dream to work with. Adam [Our founder] always assembles a good team that’s nimble and quick-thinking. They always make the most of the assets they’re given. We derive considerable benefit from their work.”
If our clients’ kind words have inspired you to take the next step into your project, contact us here! Be sure to check out our full reviews on Clutch’s site too.
WORKHOUSE FOUNDER & CEO | ADAM NELSON
"I really enjoy our relationship with Workhouse because the company carries the incredible energy of it’s CEO, Adam Nelson who exhibits a top tier level of professionalism in every endeavor. Workhouse was Assouline’s first Agency of Record when we started in New York and, over seven years, have helped us to exist as a brand. This was principally due to Adam's fertile creative mind. He has always been very much about connecting people and worlds and he does that exceptionally well!" - Martine Assouline, Founder, Assouline
Workhouse served as the exclusive Agency of Record for Jay-Z Partner and Translation Advertising Agency Founder Steve Stoute responsible for worldwide publicity and promotional campaigns for his book 'The Tanning of America'
Challenge: Position Steve Stoute to a worldwide audience. Expand personal, pop cultural relevance, book awareness to tour awareness to a created customer base.
When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce. The Tanning of America provides that very translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand.
Challenge: Workhouse and Variety produced a special celebrity performance of the 24 Hour Playsto aid Working Playground ten days after the tragedy of September 11th in their efforts to help the children of New York cope with those tragic events.
Strategy: The benefit was performed before a sold-out audience which included Robert DeNiro, Kevin Bacon, Bobby Zarem and Bart Freundlich. The 24 Hour Play performers included Philip Seymour Hoffman, Rosie Perez, Benjamin Bratt, Billy Crudup, Mary-Louise Parker, Julianne Moore, Marisa Tomei, Adam Nelson, Kyra Sedgwick, Lili Taylor, Natasha Lyonne, Scarlett Johansson, LievSchreiber, Robert Sean Leonard, DrenaDeNiro, Catherine Kellner, Brendan Sexton, Jared Harris, Sam Rockwell and Fisher Stevens who appeared in six short plays, each written less than a day before the curtain raised. Under the direction of Gregory Mosher, Seth Rosenfeld, Anna Strasberg, Tom Gilroy, Itamar Kubovy, Pippin Parker, six plays written by Frank Pugliese, Warren Leight, Richard LaGravenese, Tamara Jenkins, Nicole Burdette and Chris Shinn debuted and closed in New York on Monday, September 24th, 2001 at the Minetta Lane Theater.
Result: The 24 Hour Plays is now an internationally recognized event held annually with Kevin Spacey’s Old Vic in London and on Broadway in New York City and has been underwritten by Details Magazine, Glamour Magazine, Bloomingdales, EbelWatches raising countless funds for Working Playground.
Challenge: Position and introduce legendary “Haute Korean” Chef Jung Yim first U.S Restaurant Jung Sik which took over the celebrated Chanterelle space in Tribeca. Communications included print, radio, distribution strategy, public relations, invitation design, guest list promotion, honoree identification & procurement, sponsorship and production of the special events including a launch event with Jay-Zand the Supper Club
Chef Yim’s post-modern dishes display a passion for the classic and the current. Ingredients are sourced as locally as possible. The Ferran Adrià school of molecular gastronomy with its foams, immersion circulators and savory ice creams has been notorious for scaring off diners in the hands. Here taste is the priority and molecular techniques are simply tools to bring a sense of whimsy and magic to the table. With plates that appear as if they have been devised by a magician with the absurdity of a mischievous child, some of the experimental dishes on his menu include dishes like The Treasure Island, rich blends of foie grasand meoruand a local mountain grape create the ground for a a Dali-esquelandscape of green shaved pistachios and a forest of candied ginseng trees. One creation, simply entitled Egg, comes in a giant egg-shaped covered bowl. The star of the dish is delicately coddled and floats in a kimchi sauce with a parmesan foam and shaved asparagus. Kimchi, eggs and cheese is bountiful flavor combination. Five Flavor Pork Bellyis a slowly cooked sous-vide in double digits of hours where it remains basting in its own juices then seared so the outside is crispy while the rest literally melts away. Placed on top of pureed potatoes, pickled greens and topped with peppers, this morsel pleasantly attacks every single taste bud with so much intensity that it begs to be eaten in small bites.
Chef Yim Jung Sikbegan his culinary journey during his army days. His talent was recognized by the commanding officer and made him his personal chef. The experience inspired Yimto learn cooking professionally, eventually leading him to the renowned Culinary Institute of America, where he was introduced to the intricacies of fine Western cooking. This was followed by apprenticeships at the city’s Aquavit and Bouley restaurants. Yim waves when he opened Jung Sik in February 2009, wowing gourmands with his innovative take on cuisine serving what he calls “New Korean” cuisine. Using local ingredients, the New York restaurant stays true to his Seoul-based Jung Sik Dang. Fine dining that serves up Yim’s trademark cuisine.
Result Stories appeared in New York Times, Wall Street Journal, Departures Magazine, New York Post, New York Magazine, Avenue Magazine, Robb Report, Zagat, Metromix, TRL, NY Post, Eater, Thrilist, Refinery29, Timeout NY, Today Show and the Haute Living.
Challenge: Position and introduce award-winning AvroKO’s latest endeavor restaurant Saxon & Parole.Communications included print, radio, distribution strategy, public relations, invitation design, guest list promotion, honoree identification & procurement, sponsorship and production of the special events including the launch.
AvroKO. Award winners. Space killers. Design thrillers. Hot streak visualistswho set the standard by creating some of the sexiest and sleekest spots around. Principals Adam Farmerie, Greg Bradshaw, Kristina O'Neal and William Harris created an award-winning design and concept firm established in 2000 that has conceptualized and designed acclaimed restaurants including Michelin Star awarded PUBLIC, Double Crown, The Stanton Social, Quality Meats, Hurricane Club, James Beard nominated RN74, Hong Kong's Lilly & Bloom, and Beauty & Essex to name a few. AvroKOhas made its name not only in working on projects for clients but also in executing ideas for themselves to own and operate, what they refer to as self-propelled projects. This has led them to everything from food product development (PUBLIC Product), to real estate development (Smartspace), to furniture lines (The Transport Series), to clothing/ uniform lines (Mona+Holly), as well as to the creation of AvroKO Hospitality Group (opening PUBLIC, The Monday Room, Double Crown and Madam Geneva). AvroKO has received two James Beard Awards, four Hospitality Design Awards, and the Lawrence J. Israel Prize. In addition to having work included in 13 books, they have been published in the New York Times, Bon Appetit, Time, Elleand Elle Décor, Esquire,Food & Wine, Surface, Wallpaper, Architectural Record, Interior Design, Metropolis, and New York Magazine amongst others.
If ever there were a dark horse in thoroughbred racing, surely, it was Parole. Born in 1873, the brown pony was owned by tobacco heir Pierre Lorillard and ridden by the inexperienced young stable hand William Barret, who was discovered on the streets of New York City. Although considered the best juvenile racing at age two, Parole was rarely expected to win in his early mature years. But win he did, all around the nation, and across the Pond too. The English press labeled Parole the Yankee Mule, amongst some other choice names and descriptions including “light-necked, rough-coated, leggy and curbyknocked”. Parole quickly triumphed in three races, becoming one of the few American horses ever to win prime English events. By the time he retired at 12, Parole had earned more money than any other racehorse in America and had inspired a feverish new interest in racing, spawning social halls, billiard parlors, and saloons in his name including a NYC crafted "Parole Whiskey". Parole continues his reach today, having captured the imagination of AvroKO, which owns a stone-stable estate in Tuxedo Park, the community that Lorillard founded in the late 1800s. AvroKOHospitality's new restaurant, Saxon & Parole, pays tribute to two of Lorillard’s prize-winning thoroughbreds in both its name and its design, which also recalls the numerous stables that once populated Lower Manhattan.
Result: Stories appeared in Esquire, Wallpaper,New York Times, GQ,Interior Design Magazine, Wall Street Journal, Departures Magazine, New York Daily News, New York Magazine, Village Voice, Robb Report, Zagat, Cool Hunting, Architectural Digest, Refinery29, Timeout NY, Good Moring America and the Vogue.
Challenge:Position and introduce Francis Ford Coppola’s pasta, sauce, wine & the release of The Godfather Collectionon DVD. Communications included print, radio, distribution strategy, public relations, promotion, sponsorship, production, special event hosted by Mayor Rudolph Giuliani who proclaimed June 11th “Carmine Coppola Day”
Strategy: Workhouse recreated a scene from The Godfather by way of an authentic Italian street event entitled Festa Macaroni! to launch Francis Ford Coppola's Mammarella pasta, sauce, olive oil, Neibaum-Coppola wine and Paramount Pictures The Godfather Collection on DVD.
Result: The most successful of more than 300 product launches in the F&B category. Winner of the Blancaneaux Award (Wine Advocate). Received Top Pick of new releases (Wine Spectator) resulting in vast high-end placements in 79 locations from NYC to CA.
Brooklyn, NY- Five-time Oscar winner Francis Ford Coppola may be best known for films such as The Godfather trilogy, Apocalypse Nowand Bram Stroker'sDracula, but those who know him best, know that he is also an avid cook. Coppola recently introduced a line of organic pasta sauces, olive oil and rustic pasta. Produced by Workhouse Publicity, FestaMacaroni! was an authentic Italian street festival designed by Oscar-winner Dean Tavoularis which took place at Coppola's Morisi-Coppola Pasta Factory located in Park Slope Brooklyn. Twelve blocks were transformed with glittering Italian arches dressed in red, white and green tinsel, fluttering Italian flags from window sills and a vintage merry-go-round which delighted both young and old. Guests from the worlds of film, food and wine joined with block residents to enjoy mouth-watering old-fashioned pasta created from original bronze molds. The day was complimented by wines from Coppola's own Niebaum-Coppola winery located in Napa Valley. Additional festival vendors included rustic breads from TomCatBakery, Old Brooklyn Soda, Ciao Bella Gelato, Illy Espresso and Sausage and Peppers from Gina Foods. Celebrating the release of the Godfather Collection on DVD and the works of Oscar-winning composer Carmine Coppola, a 7-piece orchestra played music from the film as guests slowly waltzed in a scene reminiscent of the production. One of the most poignant moments of the day was the arrival of the Honorable Mayor Rudy Giuliani and his proclamation (Source: BizBashMedia)
Challenge: Position and introduce Chopin Vodka’s Unconventional Genius Awards. Communications included print, radio, distribution strategy, public relations, invitation design, guest list promotion, honoree identification & procurement, sponsorship and production of the special event
A characteristically New York blend of originality and glamour came together at Chopin Vodka's Unconventional Genius Awards at Peter White Studios. To recognize the spirit and brilliance of pioneers across many fields, Chopin Vodka raised a glass and celebrated the achievements of AvroKo (Design Firm), LesleeDart (42West), WylieDufresene(WD-50), Roger Durling (Santa Barbara Film Festival),Will Goldfarb (Room 4 Dessert), Kim Hastreiter (Paper Magazine), John Cameron Mitchell (Writer/ Actor/ Director), and Kenny Scharf (Artist). The eclectic mix of people that came from all corners of the city to fete the accomplishments of their peers were greeted with beats supplied by DJ Cat and a special performance by the legendary Rock Steady Crew. Attendees included John Cameron Mitchell, Paper’s Kim Hastreiter, artist Kenny Scharf, Santa Barbara Film Festival’s head honcho Roger Durling, chef Will Goldfarb, chef Wylie Dufresne, designers Adam Farmerie, William Harris, Kristina O’neal & Greg Bradshaw, actress Carmen Chaplin, VH1 host Jill Marshall, legendary b-boy Crazy Legs & graffiti artistJames Top, gallery owner Vanina Holasek, and many more.
Guests of the Unconventional Genius Awards were greeted with an impressive Unconventional Genius Wall featuring striking portraits of geniuses of generations present and past including Jimi Hendrix, Amelia Earhart, Audrey Hepburn, JK Rowling, Oprah Winfrey, Baryshnikov, Katharine Hepburn and John Lennon to name a few. Under their watchful gaze, ambient bars lit up the immense loft space, whose color palate of black and white split the scene into a sleek lounge atmosphere highlighted by contrasting forms and unbelievable birds-eye views of Manhattan—the perfect backdrop in which to let the honorees’talent shine. Guests enjoyed four new cocktail beverages by Chopin Vodka crafted by renowned mixologist Jerry Banks while feasting on potato-inspired hors d’oeuvres—the perfect compliment to Chopin’s potato-based vodka. True, there are many awards given out today. But this is not one of those! The Unconventional Genius Awardsrecognize uncompromising dedication to originality. Just as Frederick Chopin defined his genius through unconventional and intricate compositions, it has become increasingly harder to find unsung heroes in today's modern world. The Unconventional Genius Awardis more than a title. It is an opportunity to introduce and foster the encouragement of talent for generations to come. By presenting each with this award and establishing a charitable donation in each honoree's name to the charity of their choice, Chopin Vodka provides an opportunity for others to go their own way.
Result:Stories appeared in WWD, Oprah, Lucky Magazine, Marie Claire, Boston Herald, OK!, Elle Girl, Essence Magazine, MTV, TRL, NY Post, US Magazine, Business Week, FWD, Timeout NY, Today Showand the NY Times
Workhouse produced a decadent Anniversary Bash in honor of InterviewMagazine's 30th Anniversary at the world-renowned Kit Kat Club. Decor treatments included rows of twin beds, night stands with Bibles and alarm clocks, topless Bell boys adorned with nothing more than pasties and suspenders, giant inflatable dolls, cupcakes by Donatella Versace and transsexual LaChapelle-muse Amanda LePore leaping out of a giant birthday cake! Entertainment was provided by Elton John, Lil' Kim and Groove Armada. Arrivals included Elton John, Lil' Kim, David LaChapelle, Ingrid Sischy, Sandy Brandt, Peter Brandt, Julian Schnabel, Liz Hurley, Demi Moore, Mira Sorvino, Olivier Martinez, Sean "Puffy" Combs, Russell Simmons, Iman, Joel Schumacher, Barry Diller, Diane Von Furstenberg, Calvin Klein, Donna Karan, Christina Ricci, Willem Dafoe, Tom Ford, Michael Kors, Todd Oldham, Larry Fink, Graydon Carter, Jon Bon Jovi, Miluccia Prada, Andre Harrell, Helmut Lang, Gus Van Sant, Chole Sevigny, Fran Lebowitz, Moby, Cindy Sherman, Jane Holzer, Gabby Hoffman, Thora Birch, Harmony Korine, Paul Morrissey, Fab Five Freddy, Francesco Clemente and Edward Furlong.
THE HOUSE THAT WORK BUILT.