The Alzheimer's Society Ambassador Carey Mulligan Collects for the Cause in Gstaad
An international crew of party people descended on Gstaad, Switzerland, for the third annual ASmallWorld event on Friday, taking over the ultra-swank Gstaad Palace for a weekend's worth of festivities. Carey Mulligan, Jefferson Hack, Arizona Muse, Waris Ahluwalia, Mamie Gummer, and Teresa Missoni were in the mix, along with onetime majority shareholder Harvey Weinstein and the current chairman Patrick Liotard-Vogt. On the agenda: horse-drawn carriage rides, a fondue lunch, a black-tie gala, and outdoor soaks in a spa with up-close-and-personal views of the Swiss Alps.
ASmallWorld is a members-only club that's grown to include 800,000 members since its 2004 launch. With new initiatives like a mobile app and monthly events for the site's top 45 markets crossed-off her to-do list this year (both are part of efforts to rebrand the club in the travel space), CEO Sabine Heller was in the mood for celebrating. "We were always planning on throwing a party to relaunch and decided to have it in a place our members like to be, and to support a good cause. We just wanted to do it properly," she said. The good cause in question was the Alzheimer's Society; nearly $92,000 was raised for the charity. Tali Lennox won a pair of diamond Bucherer earrings at the Saturday night charity raffle, but everyone walked away happy. All who attended received business-class tickets to St. Kitts.