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Mediascope supports MBBFW’s vision of innovation and sustainability, through an integrated technical concept that combines functionality with contemporary design
Between March 27 and 30, the Royal Palace in Bucharest hosted the spring edition of Mercedes-Benz Bucharest Fashion Week (MBBFW), one of the most important events dedicated to the fashion industry in Romania.
The Throne Hall at the Royal Palace in Bucharest was a space of contrasts. On the one hand, the elegance of the historical architecture, on the other hand, a minimal, contemporary decor, which provided the perfect setting for the fashion shows.
The creative concept of the layout was created by the architectural office AÉ02, while Mediascope was the team responsible for the technical implementation and production. From the construction of the stage and the assembly of the six mirror pillars that visually reconfigured the Throne Hall, to the installation of the panels that defined the parade area, every detail was thought out and staged to respect the proposed architectural vision.
In a place steeped in history, such as the Throne Room, the Mediascope team implemented technical and production solutions that complemented the architects’ vision — from the construction of the modular stage and set elements, to the integration of video technology and digital installations.
In this prestigious setting, Mediascope provided an innovative technical concept integrated into the interior design of the MBBFW event, designed to highlight the direction of modernity and sustainability pursued by the organizers.
In addition to the Main Stage innovation, Mediascope also presented The Divider, a digital canvas installation designed to amplify the presence of participants at the event. The Divider is so named because in experiential marketing it manages to bring together, but also to separate through its finesse, two worlds: that of the direct experience of the event participants and that of the design and integrated brand aesthetics.
The Divider creates a captivating setting, which brings together physical and virtual interaction. Thus, participants and guests were invited to explore digital art instances, unique images and projections, emphasizing once again the emphasis placed by MBBFW on innovation and memorable experiences.
“We wanted to bring added value to this year’s edition of Mercedes-Benz Bucharest Fashion Week, being with our partners already at the second edition, and the modular stage, along with The Divider, were our response to their vision of flexibility and innovation. We combined advanced technical solutions with an adaptable design and captivating digital elements, so that designers can express their creativity without limits and the audience can live a memorable experience. We believe that such projects boost the Romanian fashion industry and show that we can be competitive on the big international stages,” said Raluca Bocai, Executive Director of Mediascope.
The implementation of the modular stage and The Divider installation contributed to:
Increasing the visual impact and dynamics of fashion shows, both for established brands and emerging designers.
An immersive experience for international spectators and buyers, who watched the collections in a more original and attractive format.
The possibility of collecting data and feedback in real time, providing designers and organizers with valuable information for future editions.
Strengthening Romania’s reputation on the international fashion market, by associating with technological and creative impact projects.
Check out the original article here.
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