Jewel Box hosts launch

Mount Faber's cable-car company has been around since 1974 and has gone through several transitions over the last few decades. Even its name Singapore Cable Car was changed last June to the Mount Faber Leisure Group in one of its many initiatives to increase its travel and leisure business. The cable-car station underwent a US$2.4 million renovation last year and was renamed the Jewel Box in a bid to reposition itself as a CEI venue. Renaming success "In the past, it was more difficult to market the venue," says group spokesperson Rena Chua. "The renaming of our venue has certainly helped our clients. Now, when they are asked 'where are you holding your event?', they can say they are going to do it at The Jewel Box. "This sounds much better than saying they are holding the event at the cable-car station." With all the recent publicity surrounding the venue, last December watchmaker Jaeger- Le Coultre's (JLC) event management company, Mozz Creation, was convinced that the Jewel Box would be ideal to host JLC's product launch of the Master Compresser watch series. Ideal venue About 180 guests of JLC were invited to the Jewel Box including watch retailers such as Cortina and The Hour Glass, the media and potential customers. The aim of the event was to strengthen the value of JLC watches, and market it not only as a suitable watch for evening wear, but also for extreme sports. Mozz Creation creative director Adrian Goh says the Jewel Box was chosen because it has the flexibility of having an indoor and outdoor venue. "We were looking for a place with beautiful venues and the space to perform stunts and pyrotechnics, so we decided to use Faber Rock," he says. The event started at 6pm on January 17, with most guests arriving via cable car from HarbourFront Tower Two Cable Car Station. The Jewel Box's cable-car station was recently refurbished with new tunnels that envelope the cable-car cabins during take-off and touchdown. The tunnels create a sensation of travelling through a tropical rainforest with pulsating light sources. Garden setting Upon arrival, guests were ushered to Faber Rock, which sits in a natural alfresco garden setting and has hosted many corporate functions. Anew lift and restrooms were recently added to this level. This new F&B addition served drinks and finger food to guests while overlooking the panoramic harbour and city views in perfect weather. At the request of the client, Mount Faber set up a special counter that served various concoctions of cocktail shooters. Guests were encouraged to have a shot of one of these cocktails in line with the spirit of adventure. For the more adventurous types, they had to avoid the flames atop of the drinks by either using straws to sip the cocktail or drinking them down in one gulp. Stunt shows At 7pm, announcements were followed by a surprise motorbike appearance with two scramblers shooting out of a pavilion. They headed for a makeshift stage in the middle of Faber Rock. JLC managing director of Southeast Asia and Australia, Maxime Labey, sat behind a stuntman on the motorbike and made his appearance on stage. Two screens for video presentation had been set up, one behind the stage and one near the entrance. After the speeches, a video presentation of the Master Compresser was made. Guests were free to mingle around in the open air venue sipping their champagne and cocktails served by F&B staff, and to view ten display booths showcasing the watches, write-ups and video clips explaining the watches' various features in detail. As dusk approached, an announcement was made to direct guests' attention to the nearby transmission tower, SingTel Tower, where two men were descending the tower to reveal a vertical banner with the name of the watch series. The grand finale came with a pyrotechnic display near the transmission tower and the event ended at 10pm. Mount Faber events executive Jaycen Lau says: "Even though the event was organised at the last minute, we had no problems with the logistics. We have handled everything from large-scale launches to small intimate affairs. "To ensure everything goes smoothly, our personal event specialist covers everything down to the tiniest detail. We also work well with event-management companies." Upcoming events The Jewel Box is expecting a surge in business this year. The first ten days of February saw ten corporate events at the venue, while January was heavily booked with 30 events. Says Lau: "In May, we have a dinner booked with Tax Free World Association Asia Pacific. Following our Jewel Box name, their theme will be jewels. "In September, we are hosting a networking lunch for the International Monetary Fund for between 500 and 700 people. VERDIT ADRIAN GOH, MOZZ CREATION Mozz Creation creative director Adrian Goh says the initial plan was to use another venue, but two weeks before the product launch of JLC's Master Compresser series, it was decided that Faber Rock would be a better location for his client's theme. "In addition, the staff were very helpful, friendly and accommodating," adds Goh. Goh had heard about the venue through a recommendation from a friend who had attended the Jewel Christmas Light Show Dinner at The Jewel Box in December 2005 and then strongly recommended the place. For Goh, the highlights of the night included the transmission tower rappelling performance, pyrotechnics and bike stunts, and seeing JLC managing director for Southeast Asia and Australia, Maxime Labey, sitting behind a stuntman on the motorbike. When asked about the kind of events he would recommend at this venue, Goh says: "Any event that is looking for 'out of the norm' venues. The Jewel Box offers indoor and outdoor venues that have the flexibility to do pyrotechnics or light shows. "Most importantly, this is the place to impress your guests with the breathtaking scenery and high-quality service."