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Sunday Oct 21, 2007

Ultimate Retail on Fine Living

As On The Fly moved from a small office in the Russian Hill neighborhood in San Francisco to a giant showroom in the South of Market (SoMa) neighborhood, the Fine Living channel was there to chronicle the opening of our new warehouse/store for a show called Ultimate Retail

The show centers around the challenges faced by Founder & President, Ami Arad, and the sacrifices - professional and personal - that have been made to take the company to the next level. 

The 30 minute show on cable compresses to less than 20 minutes when watched without commercials. Watch the entire video here:  

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Friday Dec 22, 2006

Eye On The Bay - December 18, 2006

On The Fly founder Ami Arad gives a tour of the showroom to Dave Stoelk for a holiday shopping segment on our local CBS station.

Get Flash 8 to see this video.

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Sunday Nov 19, 2006

Dining "On The Fly"

On The Fly participates in ELLE DECOR's Dining By Design

It has been called "the Cannes of tabletop" by avant garde filmmaker John Waters. Now in its fifth year, Dining By Design is one of the most anticipated events in San Francisco, New York, and a handful of other cities that host the event.

What exactly is ELLE DECOR's Dining by Design? A unique event to showcase the personal passions of some of the world's leading design talents. Each participant is given an 11' by 11' space to set a table. As long as each table can accommodate ten for dinner and has a vessel in which to chill champagne, the sky's the limit.

Collaborating with local designers Tonya Bellusci, Kelly Keiser, and Sabra Ballon, On The Fly was tapped to assist in creating "Camp Luxe" -- a dining experience that imagines how you might camp if you had all the money in the world.

Any luxury camping experience would have to involve Mulholland Brothers, a company whose very existence was inspired by hunting, fishing, and camping. Mulholland Bodega Side Chairs surround the sides of the Mulholland Dining Table. Two over-the-top custom Alligator Side Chairs -- also from Mulholland -- sit at the two heads of the table.

The figurative "elephant in the room" is actually a 10' Kodiak Grizzly Bear from the Mulholland family collection. It made such a presence at the show, that the NBC News story to cover the event led with it. You could watch the clip, except it has since been removed. 

The canvas tent, place settings, and linens were custom made for On The Fly by Chameleon Fabrics & Furniture. On The Fly plans to launch a custom tabletop line for men in the Fall of 2006. The dinnerware was donated by Pottery Barn.

Not pictured is a stack of Mulholland trunk cases (some new, some vintage) packed elegantly by a modern gentleman with Toschi Grotto slippers, cashmere sweaters, corduroy slacks, a travel humidor, and a Laguiole corkscrew tucked away in a wine bottle carrier. Makes you think of the famous quote from W.C. Fields: "Reminds me of my safari in Africa. Somebody forgot the corkscrew and for several days we had to live on nothing but food and water."

The event took place at the Herbst Pavillion in Fort Mason on November 17th with dinner starting at 6pm and the dance party at 9pm. The proceeds were donated to DIFFA, Design Industries Foundation Fighting AIDS.

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