LAUFEN SOCIETY SECRET PARTY
Presentation of bathrooms in the style of an exclusive art party
Human sculptures, live paintings, performers from the team of the alternative Miss World and 100 other artists at the event to mark the signature collection Laufen with an international design legend.
The brand of Swiss bathroom ceramics Laufen, which is part of the Roca corporation, is most known for their products made of fine and durable material SaphirKeramik. In 2018, the new generation of accessories made of an innovative ceramic material was presented by a Dutch artists Marcel Wanders, whose works can be found both in various interior projects all around the globe and in modern art galleries such as Centre Pompidou in Paris. He created the New Classic collection of bathroom items that resemble rather works of art than bathroom accessories.
On photos: the space arrangement and the party slogan "Art must be beautiful."
When we were developing the concept of the event, we focused on the designer's creative nature. We asked ourselves such questions as "What's happening in the artist's head while he's creating? What drives them forward? What scares them? What inspires them and how do they create the new classic?" So, we came up with an idea of travelling through the creative mind. We implemented this idea as an immersive art performance at a secret club for the chosen ones. An exclusive club called Laufen Society combines all the metaphors and images typical of the creative path of any artist, such as the search of shapes, colours and compositions. Based on these associations, we developed the script and the programme of the event.
The venue that we picked for the secret party was new and unfamiliar to the savvy public — Orion Hall Moscow. The face control staff at the entrance were wearing dinner jackets and futuristic masks of watchdogs. They thoroughly inspected every guest's outfit to decide whether they deserved being initiated into the Laufen Society and walked them inside, passing a heavy velvet curtain to the hall with a hypnotic sound and light installation.
On the ground floor of the secret venue, we installed a composition search zone with a photo call, video projections and fantastic models dressed like flowers. There was also a colour territory with an exhibition of a Moscow POP ART artist Roman Reznitsky, a dance performance and a live painting in the style of the modern Chinese painter Liu Bolin.
Downstairs, there was the zone of shapes. The muse — a lady gymnast — was floating in a transparent semi sphere under the ceiling. Opposite to it, on the catwalk, there were several acrobats taking shapes of various objects and symbols depicted on the cards that the observers drew. Human sculptures created by the sculptor and performance creator Roman Ermakov were all around, either moving, or freezing again. Special laser effects added to the atmosphere of mystical optical illusions in the zone of shapes.
On the ground floor of the secret venue, we installed a composition search zone with a photo call, video projections and fantastic models dressed like flowers. There was also a colour territory with an exhibition of a Moscow POP ART artist Roman Reznitsky, a dance performance and a live painting in the style of the modern Chinese painter Liu Bolin.
Downstairs, there was the zone of shapes. The muse — a lady gymnast — was floating in a transparent semi sphere under the ceiling. Opposite to it, on the catwalk, there were several acrobats taking shapes of various objects and symbols depicted on the cards that the observers drew. Human sculptures created by the sculptor and performance creator Roman Ermakov were all around, either moving, or freezing again. Special laser effects added to the atmosphere of mystical optical illusions in the zone of shapes.
On photos: general producer and Blumenkrants Team's Patron, face control staff and a model from the team of the artist Sasha Frolova.
The main part of the programme took place on the top level hidden behind the "Templates" — a colourful installation that was then torn to pieces by the artists of the dance performance wearing mirror masks. The show opened with a music performance by Stefaniya Violin Show band, followed by 360° video projection on the birth of beauty and the Laufen brand. Then, the representatives of the brand, the creator of the New Classic Collection Marcel Wanders and the creative director Gabriele Chiave came up on stage to present their creations.
The programme of the show echoed the ideas from the designer's mood board and presented a new vision of the classics. It included performances by the opera singer Daria Terekhova, equilibrist Andrey Katkov, the choreography team Inmomentum production, the musical project Trio named after P.I. Tchaikovsky and the finalist of the Russian reality talent show "The Voice", the only American who participated in the final rounds of the show Carmen Moxie. The host of the event was TEFI (TV award) winner Oleg Saveliev.
The programme of the show echoed the ideas from the designer's mood board and presented a new vision of the classics. It included performances by the opera singer Daria Terekhova, equilibrist Andrey Katkov, the choreography team Inmomentum production, the musical project Trio named after P.I. Tchaikovsky and the finalist of the Russian reality talent show "The Voice", the only American who participated in the final rounds of the show Carmen Moxie. The host of the event was TEFI (TV award) winner Oleg Saveliev.
On photos: a participant of the "live painting" performance, the gallery of Roman Reznitsky's paintings, the dance performance Color People and live sculptures by Roman Ermakov.
The official part of the event was followed by a party accompanied by the hits of the DJ project S-brother-S. Among the guests, one could spot not only famous Moscow architects and decorators, but also media figures such as Vlad Lisovets, Ekaterina Varvava, Stanislav Yarushin, Tatyana Samoylova and others.
On photos: Marcel Wanders and the actor Stanislav Yarushin, the stylist and TV presenter Vlad Lisovers, actress Ekaterina Varnava.
We have been collaborating with the Roca brand for seven years, and we organize annual events for them during the MosBuild expo. It is the biggest event in the field of construction, architecture and design in the country. That's why it's so important to work on the visibility of the brand and to create the right image. I believe that we cope with this task successfully, exceeding expectations year by year. This time, we surprised the audience by the extent of the programme and the meaningfulness of the event. We created a synthesis of a Venetian biennale of modern art, the atmosphere of the film "Eyes wide shut" and the energy of the song "Party like a Russian."
Vlad Blumenkrants
performance director
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