Attracting more than 100,000 people to the city every year, MSFW plays a crucial role in showcasing the spring-summer collections of established, new and emerging designers and brands. MSFW is a proud consumer fashion event that primarily supports the Melbourne fashion, and fashion related, industries. The MSFW vision: a uniquely Melbourne event that enhances our global reputation as an innovative fashion and retail destination. MSFW, including the MSFW Opening Runway, is owned and produced by the City of Melbourne.
We were challenged to put together a creative environment that heralded the brand direction and heritage of this iconic fashion event. Our team knew that we had to put some strategic and creative power behind a new approach to this unique outdoor runway to transform Little Bourke St into a high-end runway experience.
Leaning on our love of custom designed structures and inspired by the global trend of incorporating bespoke lighting within runway set designs, we were all in agreement that we wanted a large signature structure to be the hero piece. And presto – “Stella the Lighthouse” was born (that’s right – we named her!).
Who better to accompany Stella’s first public outing than world renowned styling icon Emily Ward, who worked tirelessly to conceptualise a contemporary, yet classic, runway that would showcase the finest fashion from Emporium’s retailers. She then joined forces with the ‘other Emily’ from North St Botanical to design a floral installation that would leave a lasting impression on our guests.
All creative and technical concepts had to be aligned with meticulously planned logistics and scheduling, with only a three hour window (and road closure!) for the entire set build and AV to be installed, tested, plotted and preset. Did we mention we like a challenge?
Stella stood loud and proud forming a 35-meter steel cage-like set piece, which encased the entire length of the outdoor catwalk. The LED strip lighting was programmed to synchronise to model movements and the musical soundtrack, which created some show stopping moments. The striking florals were literally bursting through the concrete, with the chic fashion collection reigning supreme, boldly announcing the arrival of spring in Melbourne.
Achieving such a feat (within a three hour window) was only possible due to the spirit of collaboration that was shared between our client, the technical and creative crew, and our extended team of production experts. All parties worked together seamlessly during pre-production to ensure the highest level of production and OH&S standards were met.