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Stage One: A Matter of Interpretation for Fiat
Stage One is a company well known for its wide ranging skills and abilities across the arena of live events, but it was their Interpretation Department that was called into action for event management and print company, Tebays, when they were asked to provide the scenic elements for the press and dealer launch of the new Fiat Bravo.
The format for the launch event mirrored the Fiat Bravo’s latest TV advertisement campaign, with the structural pieces all built by Stage One to resemble the outdoors, with snow, rock, ice and grassy areas all forming integral parts of the design.
“The fact that the structures took their design cues from the TV ad provided us with our greatest challenge, as we had to ensure that the scenic elements were not just vaguely interpreted, but realised with exceptional precision,” said Neil Franklin, project manager – Interpretation. He added: “This was especially important as the ad was playing alongside our structures!”
To produce the scenic elements Stage One’s sculptors and painters hand carved a number of polystyrene blocks, then scenically painted them to take on the appearance of rock, snow or ice. These were used at various positions in the event structure, including in the main presentation area, on the stage and around the entrance, with the structure for the latter being given an extra durable polymer concrete finish. The team also gave the reception area an outdoors, chilly feel by building a perspex ‘ice’ sculpture and a reception desk, which was clad in a combination of different types of translucent vac formed mouldings, which were scenically treated to again look like snow and ice, providing an attractive structure for creative lighting.
In addition to the interpretation elements, Stage One built a circular stage, fronted by a scenically painted 20m x 4m cyclorama and inset with plasma screens. The central section revolved 180º to reveal the Fiat Bravo hidden behind ice-like gauze and then revolved 180º again to fully reveal the car. A second car was displayed on a ‘rock/grass’ plinth.
Finally, Stage One produced a number of unusual graphics including large scale exterior Contravision graphics that covered all the external windows and 10 specially built freestanding acrylic plinths with graphics directly applied.
Neil concluded: “The people who make up our Interpretation Department are highly skilled individuals, capable of turning the most imaginative of ideas into reality, and recent successes, including our work on the opening ceremony of the Asian Games and the launch of Bee Movie, are indicative of our wide reaching capabilities.”
19th July 2007
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