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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.
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
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Rock & Republic's "14 Hours: Locked and
Loaded" fashion show
Cipriani 42nd Street
Saturday, 09.09.06, 8 PM onward |
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Backstage Production |
Moda Tech Inc. |
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Backstage Rentals |
Fairfield Pro Production Services |
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Decor |
Taylor Creative Inc. |
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Event Design/Production |
Stoelt Productions |
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Ice Sculpture |
Ice Sculpture Designs |
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LED Panels |
Main Light Industries |
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Lighting Design |
Vibrant Design |
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Lighting/Rigging |
Wolf Productions |
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PR |
Harrison & Shriftman |
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Red Carpet/Tenting |
Access Event Services/Metropolitan Skytracker |
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Set Dressing |
Largent Studios |
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Staging |
BML Stage Lighting and Productions Inc. |
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Venue/Catering |
Cipriani 42nd Street |
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Video Production |
Sweetwater Video Production |
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