For LG, life's good at Fashion Week this season. As the title sponsor of the 2009 fall/winter collections, the company's presence is prominent throughout the tents at Nathan Phillips Square. Signs bearing the LG logo hang on the walls of the mezzanine-level V.I.P. lounge; LG screens broadcast footage of the runway shows; and LG appliances are displayed at a booth designed as a wardrobe. In fact, the entire colour scheme—black, white, and grey with touches of red—appears to have taken a cue from LG.
"There's a lot of that elegance," LG marketing manager Linda Hechtl said. "That’s really what we’re all about as well. It’s really a marriage of fashion and technology in the overall look. It feels good. It feels sexy." Rob Dittmer of Three Events worked with LG, the other event sponsors, and Nicholas Pinney of Nicholas Pinney Designs, to coordinate the overall look of the displays and decor again this season. "It's a challenge to make something technical appear in a fashionable way," Dittmer said, adding that LG succeeds in doing this with its products.
The biggest change inside the tents (provided by Regal Tent Productions) is the addition of a mezzanine level, which houses a red and black lounge—filled with items from Dittmer's new shop—for guests of LG, L'Oréal Paris, and the Fashion Design Council of Canada. Apart from that, the floorplan is much the same as last fall, said Dittmer. He and Pinney even used the same sheer grey fabric to separate the sponsor lounge from the main space inside the tents.
Fashion Television has a small studio space, and the sponsor lounge, which is larger than last season, fills the area along the front of the tent, overlooking the skating rink in the square. A horseshoe-shaped white Plexiglas bar sits in the middle of the floor, and displays from Barbie, LG, DHL, Rowenta, L'Oréal, and Schick line the sides of the tent. LG Fashion Week wraps up with a closing-night party at Muzik on Saturday.
