When Canadian fashion designer Alfred Sung presents his 2009 bridal collection to launch L’Oréal Fashion Week today, it's unlikely anyone in the audience will be thinking about the grueling week-long process that set the stage for the six-day event, which continues until Saturday and marks the 16th season in Toronto.
The build started in Nathan Phillips Square on October 12, and since then a crew of close to 100 people has had a hand in preparing for the 2009 Spring Collections, produced by Robin Kay and the Fashion Design Council of Canada (FDCC). “There's a lot that goes on when you're in a public space. It's city property. And we're not just building a set for a concert, it's a huge infrastructure," logistics manager Elaine Chick said during a tour of the venue Friday. “You're in an open space and you're building everything and bringing everything in."
The entire production is run on generators with all of the cables laid beneath a sub-floor to ensure there are no tripping hazards for guests inside the tents, Chick said, noting that the tents from Advanced Tent Rental are equipped with heating and air conditioning systems, as well as gutters to allow for rain. "It takes a village to create this structure. Something like this just doesn't happen," she said. According to Chick, the location presented several challenges. The tents had to be built around the Peace Garden, and organizers were required to leave a 15-foot access path for emergency vehicles around the perimeter of the site.
Adding to the congestion in the Square last week was the fact that the final farmer's market of the season—a weekly event outside City Hall during the warmer months—was scheduled for Wednesday. That meant the tents had to be constructed in two stages. Work on the 10,000-square-foot Fashion Environment began on October 12. But the crew had to wait until late Wednesday to start building the main runway room and the remainder of the structure, which is substantially larger this season due to the addition of a second runway tent called the Studio.
The logistics team is also doing a complete turnover inside the tents for the inaugural closing-night gala on Saturday. After the last runway show on Friday evening, Chick's team will “tear down, flip everything and reconfigure the decor overnight,” she said. All of the furnishings and sponsor displays will be removed and a stage will be installed for LG Fashion Fusion, an event featuring a concert by Maroon 5 and showcasing designers Greta Constantine, Mikhael Kale, Wayne Clark, and Agent Provocateur.
Kay and the FDCC called on Rob Dittmer of Three Events and Nicholas Pinney of Nicholas Pinney Design to create the atmosphere inside the tents. Dittmer is serving as the liaison between the FDCC and sponsors like L’Oréal, LG Canada, Lincoln, Fashion Television, and Schick Quattro to ensure the vision for their installations enhances Kay's vision for the overall look. “I need to step into these brands and understand what the philosophy is behind them,” said Dittmer, adding, “Our theme this year is 'fabulous,' so everything we do, it has to look fabulous."
The installation of the central bar and lounge area, designed by Pinney, began on Saturday. “What I'm trying to create is the feeling of a boutique hotel lobby and bar,” Pinney said Friday. The focal point is a black Plexiglas horseshoe-shaped bar in the centre of the room, sponsored by Exclusive Affair Rentals. The monochromatic colour palette features charcoal grey, pewter, and grey flannel fabrics. Sheer platinum draping creates “visual walls” that divide the space, said Pinney, who also handled the decor for the V.I.P. area, which is furnished entirely in white by Furnishings By Corey, the sole provider of furnishings for the event.
In addition to the production and decor teams, three public relations firms are involved with the event this season, including Brill Communications, Rock-it Promotions, and Kim Graham & Associates. (The FDCC also handles media inquiries.) Fashion Week's title sponsor, L’Oréal Paris, is providing a team of hair and makeup experts led by Eddie Maleterre and Eric Del Monaco, and sponsoring the media lounge, coordinated by event management firm Cinco. Mediaco is handling the technical production and staging for the shows.
