Effects Tech sensationalizes BMW India Bridal Fashion Week with offbeat set designs
by Kanika Mehta Industry Watch | November 4, 2014 | News
Effects Tech BMW India Bridal Fashion Week
The BMW India Bridal Fashion Week took place from August 7 to August 10, 2014 at DLF Emporio, New Delhi. The Effects Tech team had to fit to scale 2 main show areas, in the given space without causing any harm to the property in any way. Each of the main show areas each had a capacity of 400 seating.
In an attempt to transform the mall into an extraordinarily dramatic composition that would stand out a world apart from any other fashion week, every corner, every facade, every lounge and every component of each show was kept in mind while designing the grand event. In addition, owing to the fact that BMW was the principal sponsor, their cars needed to be integrated in all the premier shows.
Speaking of the idea behind the design, Sarosh Patel, Director, Effects Tech explained, “Opulence, grandeur and extravagance, all being synonymous to the Great Indian Wedding, had to be injected in each element at the venue. The whole project was a design delight from day one which was about 4 months prior to the event. The aim was to create a sanctuary of luxury.”
BMW India Bridal Fashion Week is the most opulent and premier fashion week in India and participated by the most acclaimed fashion designers of the country. The 2014 edition of the event saw the Czar of haute couture, Tarun Tahiliani’s show opening the event with his spectacular bridal collection while JJ Valaya, known for his exotic styles, closed the scintillating fashion soirée with his sensational creations. Designers Suneet Varma, Raghavendra Rathore, Meera Muzaffar Ali, Ashima Leena, Gauri and Nainika, Falguni and Shane Peacock, and Jyotsna Tiwari also presented lavish collections that thrilled connoisseurs of high fashion. However, the most talked about remained the shows by Raghuvendra Rathore, JJ Valaya and Gauri & Nainika.
The Gauri & Nainika show had by far the most unique concept in which the design company was required to show the back stage area to the audience. Building the set backwards with all supports and working lights, Effects Tech even turned the BMW, the other way around. The concept thrilled the audience and the designers alike.
On the other hand, Raghuvendra Rathore’s show oozed a magical charm with long velvet curtains and intricate laser cut panels and domes.
The JJ Vallaya show, being the grand finale to the India Bridal Fashion Week had to be magnificent. Sarosh Patel said, “The design and plan was to turn around the whole main show area giving the attendees an opportunity to experience a Moroccan courtyard.”
To achieve this Effects Tech created a ramp that went 360 degrees around the audience. For the courtyard feel, approximately 100 pillars coloured in distress gold texture were covered with arches that made for the overhead ceiling. The backdrop was a gold brick wall printed in scrimp material. More importantly, the lights played a crucial role which were designed in a way to give a solid feel when lit from the front and see through when back lit. The walls of the show areas where covered with tinted mirror to create a feel of seeing beyond the courtyard. Each arch had Moroccan chandeliers hanging, which further enhanced the entire experience.
The responsibilities of Effects Tech included conceptualizing, designing and executing each show of the India Bridal Fashion Week, the entire venue and all the lounges.