By Anna Sekula Posted September 14, 2007, 4:14 PM EDT
In a bid to outdo itself and garner attention and attendance, Rock & Republic's Fashion Week show incorporated eye-catching lighting and video effects and a cocktail-party vibe into a loungelike environment at Eyebeam on September 5.
Once again Stoelt Productions oversaw the event, working with designer Michael Ball and the label's director of public relations, Erin Dean, to design and produce the catwalk-free show as well as the official Fashion Rocks pre-party hosted by the brand. Two hundred and forty Versatube lights lined the walls of the entryway, forming a backdrop for the models, who posed one by one on a small step in the corner. Inside, more technology brightened the industrial space, including Stealth video tiles behind the DJ and over the bar, color-changing lights shining onto rotating disco balls, and illuminated seating. Light boxes hung on one side of the main space showed still photos from the collection.
The late-afternoon show was spread over two hours, allowing guests to mingle and watch the models lounge on a large platform in the center of the room. Later, for the after-party at Hiro, the production involved a stage backdrop of 50 G-LEC video tiles, as well as three green lasers and one full-color laser.