HUGO BOSS KIDS FASHION EVENT

Malzfabrik | Berlin (DE) | 2015

TAMSCHICK MEDIA+SPACE directed and produced a multimedia setting for a CWF Children Worldwide Fashion's event, for which over 90 journalists and photographers from around Europe were invited to the Malzfabrik in Berlin. 16 young models acted and participated in the installation while presenting the new HUGO BOSS Kids collection, which was visually and conceptually integrated in seven different multimedia scenes. The visual content took a site-specific stance on the historic building's architecture, using the black and white tiled floor as a visual marker within the show. A geometric pattern of cubes built up, extruded and retracted. This created a three-dimensionality that was the starting point of the following landscape scenes, returning to the cubic geometry in the finale.
 

An immersive approach to showcasing the Autumn/Winter 2015 collection was the conceptual and audio-visual intent, and it was achieved by deliberately rejecting the traditional catwalk and posing. The young models naturally interacted within the different scenes; playing with the leaves in autumn, bundling up and putting on their hoods when it started to rain. Performative elements were integrated as the models themselves changed the scenes, threw snowballs at each other or melted the frozen ice, while freely moving between the opposite facing stages and in between the guests. The immersive staging supported the colours of the collection, taking the spectators and models from a Scandinavia-inspired town to autumn and winter, highlighting the cool accents of HUGO BOSS Kids in the geometric finale while still maintaining the enchanting energy of a young child.

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TAMSCHICK MEDIA+SPACE directed and produced a multimedia setting for a CWF Children Worldwide Fashion's event, for which over 90 journalists and photographers from around Europe were invited to the Malzfabrik in Berlin. 16 young models acted and participated in the installation while presenting the new HUGO BOSS Kids collection, which was visually and conceptually integrated in seven different multimedia scenes. The visual content took a site-specific stance on the historic building's architecture, using the black and white tiled floor as a visual marker within the show. A geometric pattern of cubes built up, extruded and retracted. This created a three-dimensionality that was the starting point of the following landscape scenes, returning to the cubic geometry in the finale.
 

An immersive approach to showcasing the Autumn/Winter 2015 collection was the conceptual and audio-visual intent, and it was achieved by deliberately rejecting the traditional catwalk and posing. The young models naturally interacted within the different scenes; playing with the leaves in autumn, bundling up and putting on their hoods when it started to rain. Performative elements were integrated as the models themselves changed the scenes, threw snowballs at each other or melted the frozen ice, while freely moving between the opposite facing stages and in between the guests. The immersive staging supported the colours of the collection, taking the spectators and models from a Scandinavia-inspired town to autumn and winter, highlighting the cool accents of HUGO BOSS Kids in the geometric finale while still maintaining the enchanting energy of a young child.

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Credits

A production of TAMSCHICK MEDIA+SPACE GmbH on behalf of CWF Children Worldwide Fashion/ HUGO BOSS Kids

 

CLIENT

CWF Children Worldwide Fashion/ HUGO BOSS Kids

 

EVENT-AGENCY

Richard Pestour Communication

 

HARDWARE PLANNING/ TECHNICAL IMPLEMENTATION

tst GmbH, Berlin

 

TASKS TMS

creative direction, concept, design, script, storyboard, editing, motion design, animation, installation design, show dramaturgy, on-side live direction, implementation, project management

music, sound design: kling klang klong GbR

 

Creative direction

Charlotte Tamschick

 

Project management

Uwe Schlottmann, Jan Hübel

 

Lead concept/ Design
Natalie van Sasse van Ysselt

Technical details

6 projectors

35 meters of screen

8 channel surround sound