Rahman Hifzur Shares Behind the Scenes of Phase 1’s Tanishq x De Beers Group Event

by  Komal Darji Industry Watch | December 10, 2024 | Interview

Rahman Hifzur Phase 1 Events and Entertainment Tanishq x De Beers Group Event

Rahman Hifzur, Vice President of Marketing at Phase 1 Events & Entertainment, brings over 15 years of experience in Experiential Marketing and Events. His expertise spans project management, business development, budgeting, and campaign execution, with a focus on delivering creative and tailored solutions. Having worked across industries such as IT, FMCG, automotive, luxury, lifestyle, and real estate, Hifzur has developed a strong understanding of diverse market dynamics and brand communication needs. Known for his practical approach and dedication, he is committed to ensuring every project aligns with client expectations and industry trends.

In an exclusive interview with EVENTFAQS Media, Rahman Hifzur, VP - Marketing, Phase 1 Events & Entertainment shares insights into the planning and innovative execution behind the Tanishq x De Beers Group event. He shares how Phase 1 integrated luxury, technology, and design to bring the event to life, aligning every element with Tanishq’s brand values while engaging customers in an immersive setting.

How did Phase 1 ensure that the design, technical elements, and overall experience of the Tanishq event aligned with the brand’s luxury positioning and values?

Tanishq has been a key client of Phase 1 for over two decades, and the task at hand was to combine the regular customer event with the annual launch of a designer collection. In addition to hosting key customer events across multiple cities, the new opportunity was to curate an experience with the De Beers Group. In 2024, a partnership was announced between Tanishq and De Beers Group to source natural, rare diamonds. The event in Mumbai, consequently, was a chance to invite high-value customers to understand the in-depth process of mining via a display zone while curating a fashion showcase.

The experiences curated were designed in harmony—keeping in mind the subtleness of De Beers and the emotion of Tanishq. Each touchpoint reflected the brand ethos and story.

Can you describe the key production elements integral to the Tanishq event's success and how Phase 1 brought them to life?

Mumbai is a hub for all things luxe, so to impress its people, the experiences had to be grand, well-thought-out, and something out of the norm. Hence, we chose the venue THE DOME—an indoor stadium that allowed us to be creatively bold and take risks.

The Welcome Experience
From the moment the doors opened to the audience, they entered feeling like celebrities as they were photographed by paparazzi. The Glambot awaited to snap their elegant pictures!

This was followed by the product experience zone, designed as a multi-zoned space, where each zone offered a uniquely interactive experience. From cutting-edge technology integrations to dynamic LED walls displaying curated content, every detail was crafted and engineered with precision. The centrepiece was an immersive tunnel designed to engage visitors on a sensory level, incorporating immersive ASMR content to enhance the experiential journey. These zones served as the first point of contact for media houses and influencers, providing a compelling introduction to the brand's story.

The Center Jewel - Main Stage
The dome—a renowned indoor sports stadium—was completely transformed to accommodate the event's stage design. Given the nature of the event as a fashion show, the stage was conceptualized as a circular platform with a two-step elevation, ensuring seamless circulation for models. Suspended drapes falling from a central circular truss added a dramatic yet elegant visual element. The audience seating encircled the stage, creating a grand setup for the audience to immerse in. A very special touchpoint has been the tradition of having Tanishq family members (customers) walk the ramp, and in this case, a real customer became the showstopper for Tarun Tahiliani!

Strategically positioned on four opposing sides of the stage were enormous LED screens, their sheer size making them impossible to ignore. They brought life to the brand campaigns, casting vibrant, larger-than-life visuals. These screens didn’t just display images; they were an integral part of the narrative, each frame unfolding a new chapter, captivating the audience, and amplifying the atmosphere with their larger-than-life presence.

The F&B zone was also carefully curated to offer a gourmet experience to our high-value guests—the food design featured fusion cuisines and artful plating.

Can you share some insights into the planning and execution process for the recent Tanishq event? What were the key challenges, and how did Phase 1 overcome them?

The central atrium required a complete aesthetic transformation. We draped the inward perimeter to conceal the stadium's original seating, creating a sleek, unified space that maintained the event’s visual coherence and elevated the overall ambience. Every touchpoint was a physical translation of the brand story—the drapes were a direct homage to Rivaah 2.0. We empanelled several vendors across Bangalore and Mumbai to ensure that the intricate and large-scale elements met the client’s expectations within the tight timeline. Together, the architectural brilliance, technological innovation, and artistic design transformed The Dome into a world of its own—an extraordinary setting where the boundaries of fashion, art, and technology dissolved into a breathtaking performance.

The objective was to make the event grand and unconventional as it was held in collaboration with Tanishq and De Beers Group. Therefore, equal importance had to be given not only to the display of natural diamonds but also to creating a stage that did justice to the Tarun Tahiliani x Rivaah 2.0 fashion showcase.

While the indoor stadium offered a unique and expansive setting, it also presented the challenge of curating custom solutions for set design and production. It was crucial to incorporate technology seamlessly, securely display the high-value diamond and gold jewellery, and have the set ready in time for models to rehearse and prepare well in advance.

What were some of the key technical innovations or creative production techniques used to bring the Tanishq event to life?

Welcome Area
One of the standout features was a floor-to-ceiling LED tunnel that transported guests through the journey of natural diamonds, from MINE TO MARVEL! This high-resolution, immersive display provided a visually engaging narrative, seamlessly blending brand history with spectacle. Interactive zones were another highlight, utilizing rotoscope animations and trigger-based content to emphasize the Cut, Clarity, Color, and Carat of diamonds.

Main Stage
For the fashion showcase of Tarun Tahiliani’s x Rivaah 2.0 collection, a custom circular stage was designed to offer a 360-degree viewing experience, telling the story of drapes depicted through the story of a modern bride. Despite the complexity, the entire setup, including modular structures, was executed with seamless coordination and precision across all teams involved.

What was the turnout for the Tanishq event in terms of attendees, and what were some of the key highlights or moments that stood out during the event?

The Tanishq x De Beers Group event witnessed an impressive turnout, with over 700 attendees, including 250 distinguished families (high-value purple customers) who experienced an unforgettable evening. The event successfully brought together  50+ influencers, TV stars, and key stakeholders, making it a significant moment for both brands and customers.

One of the most memorable highlights was the immersive storytelling of the “Birth of a Natural Diamond” through a floor-to-ceiling LED tunnel. Guests were captivated by the visually stunning journey of a diamond from its origin as the mine to the Marvel story. The fashion showcase of the Tarun Tahiliani x Rivaah 2.0 collection was presented on a custom-built circular stage.

By taking on this large-scale endeavour, Phase 1 has redefined what is possible in curating luxury brand experiences, creating unforgettable, immersive environments that captivate audiences and showcase the essence of both De Beers and Tanishq. This was a challenge our dedicated and driven team took head-on—with one focus in mind: to rise to client expectations and more!