The Oscars kick off a new tradition in 2011 with elegant sealed envelopes and announcement winner cards for the 83rd Annual Academy Awards.
BEVERLY HILLS, CALIFORNIA, UNITED STATES (FEBRUARY 17, 2011) REUTERS -The 83rd Academy Awards will be ever so slightly more dramatic - thanks to a newly designed envelope and winner's announcement card that promises to raise the elegance bar at the Oscars.
Designed by Marc Friedland, the envelopes are handcrafted from a high-gloss, iridescent metallic gold paper stock, with a red lacquered lining featuring the Oscar statute hand-stamped in satin gold leaf.
"The power of that moment, of the anticipation of announcing the winner, this now has that iconic value that matches the statute," said Friedland, founder and creative director of Marc Friedland Couture Communications. "It gives the statuette its own companion piece as well."
This year's ceremony marks the 70th anniversary of the use of the sealed envelope to announce Oscar winners. Yet until now there has never been a specially designed envelope to mark the occasion.
The outside of the envelope and flap is an Art Deco-inspired satin gold foil frame which inside contains a heavyweight card featuring gold accents along with the phrase - "And the Oscar goes to..."
"The idea of having something very regal and luxurious and also modern in the same way. So, that way it transcends trend. It will always be iconic so the colors and materials were really more about the importance of the moment and the richness of Hollywood legacy, rather than about a particular theme," Friedland said.
While Friedland's job was to create the announcement cards, he has no idea who will be bringing home the Oscar.
"The process that we are working out with PriceWaterhouseCoopers is that we do an an announcement card or winning card for every nominee," Friedland said.
"We deliver that to Price PriceWaterhouseCoopers - hand it off - not by messenger, it is all very securely protected. Then only two partners at PriceWaterhouseCoopers Coopers count the ballots. Then they insert the winner into the envelope, seal it with a PriceWaterhouseCoopers Seal that we created, and then the remaining ones get destroyed because we do not want those winding up in public domain," he added.
The 83rd Academy Awards will be presented on Sunday, February 27, at the Kodak Theatre in Hollywood.