The Museum of Contemporary Art, Los Angeles celebrated its 30th anniversary with a gala on November 14—and the benefit broke fund-raising records for the museum: The event for 1,000 guests—including Brad Pitt, Angelina Jolie, and Jeff Koons—took in $4 million.
Following a performance piece starring Lady Gaga and dancers from the Bolshoi Ballet, the museum auctioned a Steinway & Sons piano customized in pink with blue butterfly motifs by Damien Hirst—and it alone fetched $450,000.
“Never before have so many people come from around the world to support an L.A. arts institution,” said MOCA founding chairman Eli Broad, who also served as gala co-chair, in a statement announcing the event's final tally.
The event at MOCA Grand Avenue began with cocktails and a private preview of the exhibition, followed by "The Happening." It took place inside of a 24-foot-long tent topped by a dramatic art installation in the ceiling: a sculpture made from 2,400 running feet of running white PVC pipe interspersed with 191 pieces of Versatube, originally conceived by L.A. architect Barbara Bestor and designed and executed by Bounce. Tent walls were a black-and-white-striped pattern inspired by a type of camouflage used in World War I known as "razzle dazzle." And on them were artworks in poster form from 18 different local artists, from Ed Ruscha to Catherine Opie.
The night included musical performances by Devendra Banhart, Beck, and Caetano Veloso. Dinner included organic foods gathered from local community gardens by chef Joanna Moore, owner of Venice-based restaurant Axe; the meal was executed by Along Came Mary. Chanel Fine Jewelry served as sponsor.
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