Cemex 100th Anniversary

Just read this news story: "CEMEX celebrated its 100th Anniversary recently with a large dinner party at their headquarters in Monterrey, Mexico. An enormous 350 x 60 x 28 foot tent, purpose built for the occasion, was decorated in special gobo designs from 50 MAC 2000 Profiles and 100 conventional lights. The projected images were created with high-resolution greyscale glass patterns from Apollo and included several images each of clouds, trees, and leaves. Lighting designer for the event was Chicago-based Michael Dalton of Dalton Design whose concept "was to create a very organic, natural and warm feel for the function." The images changed every 1/2-hour and were programmed by Peter Moore of Lightspeed of Miami. All lighting equipment and crew for the event were supplied by Musica Moderna Iluminacion of Mexico City. The event was produced by Charles Marto of EVI of Atlanta." Is this a construction-materials event or a fashion show? Your comment?