Celebrations Big and Small Are Getting Longer and More Extravagant for the Rich

Milestone birthdays and anniversaries, weddings, and graduations are momentous life occasions that some like to mark with large and elaborate celebrations.

And the deep-pocketed set are still in catch-up mode after a party-throwing standstill during the pandemic that went on for many months during the height of the lockdowns and social distancing. Bashes since then have become ever more extravagant and experiential—mere get-togethers, they’re not.

Hosts are also seeking any excuse to throw an event and having parties with the same “wow” factor for far less significant reasons, or for micro-occasions as they’re called, and even “just because,” according to luxury event planners who work with this elite set.

Colin Cowie, a planner based in New York and Miami who regularly orchestrates multimillion-dollar gatherings and was behind Jennifer Lopez’s and Ben Affleck’s wedding, calls it the “event revolution.”

“Large-scale events have become the norm,” Cowie says. “The wealthy, who are used to celebrating their life moments in a big way couldn’t do anything during the pandemic and are now going all out for anything they host.”

His company, Colin Cowie Lifestyle, plans 30% more events today than pre-Covid and has a lineup booked for the next two years. An example includes an upcoming million-dollar dinner party in the Hamptons simply to socialise with friends. It’s an affair with free-flowing Dom Perignon, centre-cut filet mignons, and unlimited caviar.

Colin Cowie Lifestyle plans 30% more events today than pre-Covid
Calen Rose

Other high-end planners also attribute the rise of over-the-top celebrations to a “live life to the fullest” attitude that’s become prevalent in the last few years. But they say that these parties aren’t necessarily about spending more than before—rather, they’re increasingly creative, thoughtful, and, with respect to weddings, longer.

Lynn Easton, a Charleston-based planner, says that her typical wedding used to span two days and entailed a rehearsal dinner plus the wedding itself. “Now, it’s a five-day bonanza with events like a groomsman lunch,” Easton says.

Easton also plans glitzy milestone birthdays such as one for a 60th where the host flew 60 friends and family to a private island. Dinners were multi-hour affairs in various locations around the isle with the showpiece being a five-course meal where the food was presented on dishes that were hand-carved in ice.

Another planner, Victoria Dubin, based in New York and Miami, says that, in a new precedent, the weddings she’s tapped to design kick off with striking welcome meals. She recently planned an al fresco rehearsal dinner at the Brooklyn pizzeria Roberta’s that recreated a Tuscan garden. Elements included potted herbs, lemon trees, vintage olive oil cans, ceramic plates, and table cards presented with palm leaves in limoncello cans.

Another planner, Victoria Dubin, recently planned an al fresco rehearsal dinner at the Brooklyn pizzeria Roberta’s that recreated a Tuscan garden.
Aletiza Photo

Pashmina shawls hung from chairs to keep guests warm, and freshly baked pizzas and Aperol spritzes were in ready supply throughout the evening.

Stacy Teckin, the groom’s mother, hosted the party with her husband, Ian, and says she sought to pull off a dinner that made an impression on their guests. “The wedding was delayed because of Covid, and now that we had the chance to celebrate, we wanted to go all out,” Teckin says. “I’m not sure we would have done that before.”

In another example, acclaimed planner Norma Cohen threw a wild safari-themed bar mitzvah for a client.

A four-day wedding in Paris where the ceremony was in a historic chateau and the host paid for guests to stay at Hotel Crillon
Norma Cohen Productions

The memorable occasion transpired at Spring Studios in downtown Manhattan and saw 400 guests be transported to the African plains: Details included mammoth replicas of wildlife such as giraffes and elephants, servers in safari themed attire, and entertainment dressed like giraffes. The event was one of several over-the-top parties Cohen’s arranged recently.

A four-day wedding in Paris where the ceremony was in a historic chateau and the host paid for guests to stay at Hotel Crillon, one of the city’s most luxurious properties, also ranks high in Cohen’s memory.

Then there’s a destination party in London that Cohen planned for a client who was turning 40. It as a six-day affair with dinners at swanky spots such as Cipriani, the Arts Club, and Cecconi’s at Soho House. The finale was Lancaster House, a mansion in St. James, where guests were entertained by cabaret dancers from the famed Ibiza club Lio Ibiza and feasted on prime rib and lamb chops and imbibed on Krug champagne.

“People today don’t want to host events,” Cohen says. “They want experiences that take you away to a different place and make you forget that the real world exists.”

The 2024 Maserati GranCabrio, the company’s new convertible and a complement to the GranTurismo coupe introduced in 2022, is available with either V6 power (the Trofeo model) or batteries (the Folgore).

That means the buyer has a big choice to make. The cars look quite a bit alike, but they’re radically different under the hood. They’re not far apart in price, though: The Trofeo is US$192,000 and the Folgore around US$205,000 (plus US$2,000 in destination charges for each).

The electric is unique in the marketplace as a four-place electric convertible supercar. Maserati also says it’s the fastest 100% electric convertible, but there isn’t much competition. Performance is fully competitive with the existing Folgore GT coupe. The convertible can hit 62 miles per hour in 2.8 seconds, with 277 miles of range (in the lenient European WLTP rating). The top speed is 180 mph.

The GranCabrio has no less than three 300-kilowatt electric motors (one in the front, two in the rear), which work with inverters derived from the Formula E electric racing series to give the car a total of 750 horsepower at the wheels. The battery, at the bottom of the car, is rated at 92.5 kilowatt-hours.

Maserati did its convertible upright. The top is beautifully finished and easy to put down, in 14 seconds, at speeds of up to 31 mph (though the on-screen control is a little confusing to use). A neck warmer allows the car to be used even in fairly inclement weather, and there’s a wind stopper that can go behind the front seats. Having to fit a top in the trunk area doesn’t seriously compromise rear-seat legroom, which is generous for this class of car. The trunk isn’t huge, but if the top is up a flap can be moved to increase luggage space.

Buyers of the Folgore can choose an interior special to the car, with soft-touch seat sections made from Econyl, a recycled nylon product made from (among other sources) used fishing nets, as well as remnants via fabric and carpet manufacturers. Reprogrammable laser edging means that customers can choose custom patterns for their seats.

Buyers of the internal-combustion model get a Trofeo powered by a three-liter, 542-horsepower twin-turbo V6 Nettuno motor derived from the high-performance powerplant on the MC20 supercar. The gas version of the convertible is a bit slower to accelerate than the EV, with zero to 62 taking 3.6 seconds. The top speed is higher, though, 196 mph. Seeing the four purposeful exhaust exits on the Trofeo, you might expect a mighty roar, but in fact both GranCabrios are pretty quiet. They’re proper Maseratis that don’t disturb the neighbors.

Both Trofeo and Folgore use 20-inch wheels up front and 21-inch in back, with multiple designs.

Roberto Cusano, responsible for GT and GranTurismo product planning, says the car offers a unique combination of performance and comfort, while also being “a real and authentic four-seater car that can carry friends and family.”

But it’s also good for thrills, according to Maserati chief designer Klaus Busse. “This is only the second generation of the GT,” Busse says. “And if you want to drive from Italy to Hamburg, you’d pick a stylish and comfortable car that could also work in a side trip to the [German racing track] Nürburgring for a hot lap without looking silly. That’s the Maserati GranTurismo.”

The second generation of the GT has obvious antecedents to the first, something Busse says was intentional. The company still uses old-world methods in shaping body panels and fenders that have some legacy with Maserati road cars such as the 3500 GT, first shown in Geneva circa 1957, he says.

“We wanted to make sure the convertible looked good open or closed, so the silhouette of the convertible with the top up is very similar to the coupe,” Busse says. There are minor differences in the appearance of the two versions of GranCabrio, and slightly different wheels. The EV obviously loses the intercooler and exhaust pipes.

A Multimillion-Dollar Electric Boat

Maserati appears all-in on using electric power for its vehicles, on land or at sea.

The introduction of the GranTurismo on the shores of Lago Maggiore also gave Maserati a chance to show off its €2.5 million (US$2.67 million) Tridente electric boat. The unique example floating at the dock had pearlescent (and copper) finish that changed color depending on the light hitting it.

Built at the Hodgdon Yachts shipyard in Maine from a design jointly developed by Maserati and Britain-based electric boat company Vita Power, the Tridente, with 600 horsepower from twin electric motors, cruises at 25 knots and has a top speed of 40 knots. To keep weight down, the Tridente has a carbon-fiber superstructure and a fiberglass hull. The single-layer battery pack is rated at 250 kilowatt-hours, and delivers a cruising range of 31 to 43 miles.

The highly aerodynamic 34-foot day boat (or superyacht tender) can recharge in as little as an hour. It has eight-passenger seating, and an enclosed cabin under the front deck that includes a bed and toilet. Only this one has been built to date, but given nine months another one could be commissioned, says James Essex, an electric systems engineer with Vita Power.