Since there are so many basement to boardroom stories of successful startups in this industry, it's only appropriate that one of Silicon Alley's newest companies, Primary Knowledge, began literally in a basement. Their launch party was set (in the basement) on 30th Street on Thursday, June 10th. Outside in the bamboo-stalk-encircled garden, the four founding partners--Peter Adams, formerly VP strategic planning, Modem Media.Poppe Tyson; David Sabel, a 13-year information resources veteran; Matt Grosso, previously senior architect for Reuters; and Sherry Szydlik, former GM of Poppe Tyson--drew a colorful crowd of investors and supporters. Matthew Debnar and David Sturman of MaMaMedia told me all about "Fillus," the company's new cappuccino maker. Not a second after installation, MaMaMedia stickers plastered the much-loved addition to the tightly-packed office. Complete with a phone jack in the back, Fillus will soon have stats about itself on the web (temperature, who's making what with it at any given moment, and probably a Fillus-Web cam). John Nives was talking with Primary Knowoledge's first employee, Chief Architect Alexandre Medouni. George Russell of Brandsforless.com (parent company is E-commerce Solutions Inc.) introduced me to the company's chivalrous CTO Gus Spathis and Phil Gunn of Growth Capital Partner, Inc. The sparkling-blue-eyed Kevin Clark (KMC Holdings) is on the Board of Directors for PK as are Bob Dorf (Peppers & Rogers) and David Carlick (Vantage Point Venture Partners). John Young (DDB Digital) and Craig Marr (US Interactive) were enjoying the garden. Sherry introduced Larry Pearl (e-com advisors) and I to the much-written about (NY Times Styles section, Industry Standard) Jon Gelberg, VP of Luxuryfinders.com. On my way out I chatted with Larry Smith, founder and ex-CEO of US Interactive and now with incubator MercuryCoast.com and Steve Blondy, Senior VP, Corporate Development, Y&R who gave me a hot tip: Y&R just gave Clarant Worldwide (which just filed for its IPO) 100% of Brand Dialogue in order to be the largest shareholder (at 13.5%) in this new Internet and e-commerce services company.