Hilfiger Denim LOUD

Estée Lauder / Tommy Hilfiger
Full Service Design / Event Design / Event Concept

After several exclusive Hilfiger Denim Live events, the US designer once again asked flora&faunavisions to join him for a day (and night) of fashion-infused rock ‘n roll. Kicking off a string of European Hilfiger LOUD events to celebrate the launch of Hilfiger’s first ever Denim fragrance, the Berlin show set the bar sky high (well, to penthouse level and then some) with a debut event that dialled up the sound and glam all the way to eleven!

The night’s brief: a blend of music, fashion and entertainment spiked with a generous dose of pure rock ’n roll. Our contribution: full service – ffv not only devised the entire design and organisational concept for both the press launch and subsequent Hilfiger Denim LOUD party, but also took care of all practicalities – on location and before the event.

Choreographed like a concert gig, the actual day kicked off with a “support act” press conference at Berlin’s Soho House & Delight Studios. One-on-one interviews with Hilfiger, The Ting Tings – who also appear in the fragrance’s promotional TV spot – and the featured models were followed by a rock ‘n roll-styled VIP dinner on ewerks’s roof.

True to the live and touring vibe, dinner guests arrived at the venue in every band’s favourite mode of transport: a fleet of authentic nightliner coaches. Here, they were greeted by huge, building-size Pani projections plastered all across ewerks’s facade.

In their quest for authentic rock ‘n roll, the ffv design team took inspiration from New York’s legendary CBGBs and spliced it with a nod to the perfume bottle’s characteristic gaffer tape fastening. For the party, full-scale projections of tape and sticker motifs mixed with real tape and stickers; a look and feel (tape and posters) that continued across the venue’s furniture, fittings, floors and lifts all the way into the restrooms.

Add in the perfect mix of VIP guests and cool clubbers from Berlin’s finest, spread across the venue’s two industrial halls, and you’re ready for full-on fun. Other site-specific features included a taped up hotel room and an interview corner styled to resemble the aftermath of decades of serious rock star parties. For the finishing touches all stage and press backdrops consisted of nothing but towering walls of speakers, old instruments and monitors.

With its clever mix of fashion, entertainment and rock ’n roll, the varied line-up shook the venue with live and DJ performances by electro-artist extraordinaire Peaches, Fanta4's DJ Michi Beck as well as US DJ Treasure Fingers, Italian disco freaks Fan Death, DJ Ben Mono, DJ Headman and Berlin’s own DJ COOP. Filled to the rafters for The Ting Tings, the British duo tipped ewerk’s party scales with a debut performance of the night’s defining track: “We’re not the same”, a song written exclusively for the campaign.

Well, after a wild night that didn’t stop when the sun came up, we can safely say that none of us are quite the same... but more than ready for a repeat and some LOUD party action!


Photos © diephotodesigner.de