All the Glitters for the Quebec Lung Association

Champagne, diamonds, red carpets, gourmet bites, killer fashion, A-list guests, high profile media, a lavish venue – this is such stuff...

Champagne, diamonds, red carpets, gourmet bites, killer fashion, A-list guests, high profile media, a lavish venue – this is such stuff as the best events are made on…. well, perhaps I should be be brushing up on my Shakespeare, but in the meantime Bulles et Tapis Rouge will continue to be one of the city’s most exclusive tickets. And deservedly so, as we discovered after attending our first edition this week at Maison Birksflagship store adjacent to Phillips Square. 

First off, the venue speaks for itself as perhaps the city’ most historic retail space, a grand hall of architectural splendour meets modern finery. Here, the Quebec’s Lung Association and Foundation hosted an elegant, streamlined affair complete with a moving video, intimate fashion show with several women whose lives they have touched through their work, and a host of delicacies on which to feast both the eyes and taste buds.

Requisite media screen photo done, we were greeted by a fantastic duo on a turntable and electric harp as we made our way backstage to check things out. Amongst a flurry of activity, as models were being Maybelline made-up and coiffed by Redken, we had a chance to catch-up with debonair Birks’ Communications and PR Director Francis Guindon, who revealed to us a ‘then-still-secret’ ad to mark the 10th anniversary of the house’s Amorique diamond, and the face behind the sparkling campaign - young and vivacious Canadian actress Rachelle Lefevre.

Speaking of sparkle, out front this was coming from the freely flowing Moët bar set up at one end. To pair with it, a Jerome Ferrer-signed cocktail dînatoire had us unashamedly camped out where the servers emerged, trays in hand. Characteristically refined, each bouchée was as well executed (the lobster bisque was pure heaven) as a course from the Relais & Châteaux Grand Chef’s signature tasting menu at his restaurant Europea.

The de rigueur silent auction was smaller than what we’re used to seeing, but featured a well-chosen variety of covetables nonetheless. As usual, yours truly was outbid, this time on a spa day, massages included, at Scandinave Old Mtl. 

Under the production and artistic direction of Hans Koechling (aka fashion show producer and artistic director extraordinaire), guests were then treated to a drop-dead gorgeous showing of couture gowns, bridal, and cocktail dresses from designer Mikael D, paired with a little Birks bling.

Mixing global cultural influences from Montreal to Beirut, Italy and France and some awe-inspiring craftsmanship, the result is a statement of beauty, elegance, and contemporary energy all its own. ‘Brought him in from Toronto’, Hans explained, as the creations are so far only available at Bloor St. Holt Renfrew showroom.

Post-show, we rounded things out with a farewell cheese spread and macarons before saying our goodbyes, and admiring both the organization and result behind a memorable evening.



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