Event, Reinvented

UCLA Mattel Children’s Hospital is one of the nation’s leading research and clinical hospitals. Its UCLA Children’s Discovery and Innovation Institute enables a continuum of treatment from bench to bed. To foster greater awareness and support for this prestigious institution, hospital leadership saw an opportunity to elevate the tone of its annual Kaleidoscope Ball, and engaged Marc Friedland to reimagine it. Strategically rethinking everything staid, Marc first removed “Ball” from the name. Next, he brought focus and purpose to Kaleidoscope’s annual theme: Each year would highlight a different concept relating to discovery and innovation, enabling Kaleidoscope to serve as a powerful platform for the hospital’s core mission and brand. For Kaleidoscope 5, for example, the concept of Light included a half-dozen installations curated by Marc and board member Beth Friedman, each an original work by a thought-provoking artist exploring the expressive potential of light. In addition to adding to the annual event’s luster, Marc’s concept-driven approach supports advance planning and appeals to a broader array of sponsors than ever.