CENTRESTAGE 2020

Responding to pandemic conditions with a touch of glamour, CENTRESTAGE returned in online form for its fifth edition from 17-19 September 2020. Organized by the Hong Kong Trade Development Council (HKTDC), the annual extravaganza revealed the next generation of fashion with six virtual runway shows, all under the banner of “A World of PHYGITAL” – a convergence of digital and physical worlds.

virtual

Insight

CENTRESTAGE for 2020 would redefine the concept, design, curation and production of runway shows by fusing traditional fashion show elements with digital imagery. Going virtual would also enable a wider, potentially global audience to access to event, bringing greater exposure to Hong Kong and Asian designers. Finally, the event’s virtual nature would allow it to extend past its ‘live’ duration and gain more sustained publicity and exposure.

Solution

Pico engaged with a local vendor to develop a creative brief and produce videos for the event’s six fashion shows, comprising “Fashion Hong Kong”, “Next in Cheongsam”, “FASHIONALLY #15”, “Taipei in Style”, “Hong Kong en Vogue”, and the Hong Kong Young Fashion Designers’ Contest (YDC) 2020 final.

The format allowed for great creativity in creating a variety of virtual runway sceneries for the models, as well as expressing a distinct theme for each show. For some themes, Pico used a starry night sky, aurorae, galaxies and glaciers to create a breathtaking ‘futuristic’ feel. A more down-to-earth virtual ‘garden’ scenery was created for modelling floral-pattern ensembles. The sceneries were dynamic, with their perspective changing to match models’ movements as they would on a traditional runway.

The day of shooting saw Pico provide turnkey event management and logistical support for more than 100 people, including a crew of models, hairstylists and make-up artists. COVID safety was a paramount concern, with the team arranging for disinfectant equipment and a protocol of temperature checks. All guests were also required to affirm their health condition upon registration.

Results

Live streaming video: 88,000 views in less than a month

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