24
Sandra Gross is elusive. Wondering about
whether she actually exists or not, increases
the already heightened aura of mystery
around her, what she does and how in the
world she does it.
sts performing above the heads of
the guests. Part of the guest list was
transported deep into the tunnel and
experienced a rock concert complete
with a light show and excellent
acoustics. That’s hard to do in a
highway tunnel.
How does Gross come up with
outrageous ideas and ensure that
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everything goes off without a hitch?
She’s not a spring chicken when it
comes to party planning. Her dabbling
into the events sector began in her
home country, Germany where she
started putting together soirees in the
1980s. (You would think since she’s
been in the business so long that
you could find her on the world wide
web.) Since then she has built up an
underground network of scouts all over
the world who research and report on
interesting locations for parties. Gross
expounds on location scouting in her FT
interview: “As far as I am concerned, the
location is key to success. I have scouts
in all of the cities where I regularly
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stage events and they are permanently
feeding me suggestions. I initially visit
new cities on my own, and then return
with a team of technicians and creative
people. I also chat to taxi drivers, go the
best and worst clubs, ask the people...
The important thing is to remain
completely open, although some of
the conversion works and preparations
require enormous amounts of effort.
After weeks of research I finally
stumbled onto pictures posted by a
guest of one of Gross’s parties. Only
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listing his first name, David uploaded
photos from the Breitling party held
each year at the Baselworld watch
show. His shots unleashed the hottest
moments of the night.
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