Rock & Republic Puts Up Big Set in Short Time

With just 14 hours to set up the elaborate stage and seating for its first New York fashion show, the jeans brand's crews followed a planned-to-the-minute production schedule.

September 15, 2006, 12:00 AM EDT

Rock & Republic's first New York Fashion Week presentation included stadium-style seating and a runway illuminated with a diamondlike logo.

Rock & Republic's "14 Hours: Locked and Loaded" fashion show Cipriani 42nd Street Saturday, 09.09.06, 8 PM onward
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Luxe denim line Rock & Republic marked its New York Fashion Week debut with an extensive set built in a minimal amount of time at Cipriani 42nd Street. Designer Michael Ball commissioned Matt Stoelt of Stoelt Productions to produce the show, which featured twenty-three 33-foot-tall soft LED panels, a runway with a diamond-like illuminated logo, and stadium-like seating housed within the old teller signs of the former bank.

Ball and Stoelt previously worked together on two of Rock & Republic’s Los Angeles shows, but their first New York effort, dubbed “14 Hours: Locked and Loaded,” required a scheduled-to-the-minute setup within a tight time frame: Cipriani would be closed to the crew all day Friday for another event, leaving Stoelt and his crew just 14 hours to load and install the entire set.

Stoelt was able to bring Wolf Productions into the venue just after midnight on Thursday morning to complete the rigging and installation of the lighting equipment before turning the venue over to the other event’s planners. Then on Saturday morning at 12:01 AM—semi trucks were lined up and waiting on 41st Street and 42nd Street for the go-ahead—more than 70 crew members descended on Cipriani to unload the 10 trucks filled with 170 stage decks and a custom-built staircase through the front entrance. Taylor Creative moved decor in through the front door, including 450 Kartell Louis “ghost” chairs, white leather furniture, and two large crystal chandeliers.

All was in place by the time the lights dimmed and DJs Stone Rokk and Marshall Barnes blasted the Who and Led Zeppelin while models jutted down the runway in the label’s signature rock-inspired denim hot pants, form-fitting blazers, and sexy skirts. The Rock & Republic logo glittered at the end of the runway; to create the effect, the logo was laser cut into decking material, lit with a flexible light bulb product, covered with sparkling stones, and topped with glass.

The soft LED panels that lined both sides of the room projected larger than life footage of the runway action and flashing graphics over the crowd , created an atmosphere more reminiscent of an arena rock concert than a staid runway show. At the conclusion of the 15-minute show, guests moved on to an after-party at TenJune.

Sara Neuffer

Posted 09.15.06

Photos: Courtesy of Stoelt Productions/Paul McKelvey

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