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SWI Helps David Skovron Associates Unveil a Whiff of Something New
Video, Audio and Lighting Package Enables Event Producer To Make a Big Splash For Issey Miyake Men's Fragrance Debut
September 8, 2004 — New York
When David Skovron helped Issey Miyake introduce his new fragrance for men he was faced with quite a significant challenge. In the absence of any high-profile spokesperson or model, he had to rely solely on the quality of the presentation. So he turned to the company that has a history of coming through for him when he needs it most. Scharff Weisberg provided an extensive audio, lighting and video package and crew for the event, which was held in the Celeste Bartos Forum at the New York Public Library.
DSA's client, BPI, represents the fragrances of Jean Paul Gaultier, Narcisco Rodriguez and Issey Miyake. The New York/Paris launch for Miyake's L'eau Bleu D'Issey pour Homme marked the first new fragrance for men in the last ten years. "The challenge was there was no definitive hook, no celebrity or spokes-model to unveil, and beauty editors are jaded about seeing new things," explained Skovron. "What I had to do was rely on basic theatrics and smoke and mirrors which, of course, relied very heavily on the lighting and set pieces. Lighting was key to making this come off and give the illusion that something spectacular just happened."
Skovron and his tech director Eric Tetuan devised a concept of revealing something that was not there while giving the illusion that something amazing was happening. "The concept was a basic kabuki drop," said Skovron "I created two environments. The walk-in was completely white; china silk walls had key fragrance-oriented words ("deep," "aromatic," "intense") fading slowly in and out on them. Instead of folding chairs, I used white benches and muted lighting effects washed over them. Since the glass ceiling is so spectacular, we illuminated it with fragmented, slightly out of focus patterns, which undulated for the guests if they looked up. "
"At the key moment in the presentation, the fragrance was announced and the white walls came down. At that precise time every lighting fixture faded to an intense shade of blue.. "To the left, five mylar monoliths (measuring 8 x 5 feet) have a single box of perfume floating in an insert in the middle. Behind the speaker is a quasi-raked table with 17 bottles of fragrance uniformly lined up in front of a series of very large (48-inch square) photographs of the perfume taken by the photographer Tyen. To the left, two 4-foot square white cubes house over-size bottles of perfume."
"The audience reaction was amazing," Skovron reported, "which was an incredibly satisfying experience and entirely due to the hard work on everyone's part. We were able to take a limited amount of eye candy and make it into something really special strictly via lights, fabric and sound."
"The great thing about Scharff Weisberg," he concluded, "is that they have the most up-to-date equipment and lighting. When we put our order in, I get such a confidence boost because I don't have to micromanage. I don't have to ask if the equipment is going to be in good condition or if everyone will be on time. It makes my job and my life so much more comfortable knowing that I won't have to worry. They are also wonderful collaborators and have a great sense of theater. That's why I won't use anybody but Scharff Weisberg."
The Scharff Weisberg packages included audio comprising a Midas Venice 240 Console, Meyer UPJ-1P speakers. Meyer UPM-1P speakers, Meyer M1D Subwoofers, 360 Systems Instant Replay (for playback) and a Telex BTR-800 Wireless Comm; video comprising an NEC 61MP1 61" plasma monitors, Pioneer DVD-V7400 DVD players, FSR Compass seamless switcher and Dell Powerpoint laptops; and lighting comprising 34 Color Kinetics Color Blast 12", 20 Source 4 Ellipsoidal 50 Degree, 4 Source 4 Ellipsoidal 36 Degree, 25 Source 4 Ellipsoidal 19 Degree, 4 Source 4 Ellipsoidal 10 Degree, 4 Selecon Pacific 90 degree, 16 Source 4 PAR MFL, 11 Vari*Lite 3000 Spots, 9 Martin MAC 2000 Performance, 2 High End Whole Hog II Consoles, 14 Arri 1K Fresnels, 17 Altman focusing Cycs (Single), 1 ETC 48 x 2.4K Sensor Dimmer Rack, 2 DF-50 Hazers, 2 Opto Splitters and 12 Gam Film Fxs.
Scharff Weisberg personnel included event manager Derek Holbrook; John Bucher and Greg DeRespino running audio; and Peter Cerreta running video. Holbrook gave praise to tech director Eric Tetuan for "really running a great show from load in to load out. Everything went very smoothly."
Scharff Weisberg Pro Audio and Staging specializes in video projection, image magnification, show control, computer data display and wireless sound technology. Scharff Weisberg is located 36-36 33rd Street Long Island City, NY 11106-2128. For more information, call 212-582-2345.