A semi-circular stage surrounded by 7-metre high screens will host the Fashion Shows at the Valmont Barcelona Bridal Fashion Week, which will celebrate its 30th event from 4th to 10th September with a new virtual format. The Show has decided to book La Fura dels Baus and its Èpica Foundation, to transform the fashion shows and the commercial offer from Barcelona’s bridal wear fashion week into an immersive and interactive space, virtually connected with the bridal industry’s operators from all over the world. Thus, VBBFW is once again revitalising the market by launching the latest features and trends in bridal fashion, with disruptive scenarios and new ways of promoting business.
The leading international show for bridal fashion organised by Fira de Barcelona will present the fashion shows from the bridal industry’s leading brands on an innovative 400 m2 stage, consisting of 7 m high and over 20 m wide LED screens, capable of adapting to the artistic needs of each designer and thus creating an immersive and unique experience for each presentation. The fashion shows will be pre-recorded with the necessary security measures in place and broadcast via streaming from 4th September. They will be accessible to a global audience who will be able to experience the show in an interactive way. Therefore, the fashion show will offer revolutionary and innovative staging through the unmistakable language and aesthetics of the La Fura dels Baus theatre and show production company.
Fashion, creativity and new technologies
Similarly, the event will also feature a digital showroom that will provide a new environment to showcase the collections of the major firms in the bridal industry to buyers from around the world and generate multiple connections and commercial agreements on an international level. The VBBFW app will be designed in a simple and intuitive way so that buyers and influencers can browse, chat and meet up with brand representatives in a virtual way, at any time and from anywhere, via a mobile phone or a computer.
The artistic director of La Fura dels Baus, Pep Gatell states, “We are really excited about this new project which allows us to bring our creativity, along with technology, R&D, engineering, art and now also business and networking all on the same platform. In the virtual dimension, the catwalk stage will surround the audience with images, lights and sounds, giving a whole new perspective to the fashion shows, offering the bridal industry a new way of connecting with the global audience and those present with a completely new experience of feeling and perceiving fashion.”
As for the director of VBBFW, Estermaria Laruccia, she highlights that “This partnership with the wonderful team from La Fura dels Baus is key in the future strategy of the event. It allows us to add creativity and technological innovation to overcome the limits put on us from this new context thanks to the creation of a digital space to reconnect the leaders of bridal wear and revive the passion of our industry in a distinct global scene.” Laruccia adds that “VBBFW aims, more than ever, to provide the industry with all the support possible in order to relaunch business at a particularly complex time.”
About La Fura dels Baus and the Èpica Foundation
La Fura dels Baus’ interdisciplinary approach has led to an amalgamation of ritual and atavism with hyper-technological staging: from the initial impact of La Fura’s proposals, through to Olympic ceremonies, opera stagings and online productions. Since 1979, the company has also studied methodologies for collective creations and consolidating new stage discourses. Although since its origins the theatre company has aimed to stir up consciences with its subversive theatre, with the Èpica Foundation, a non-profit organisation was created that seeks to be a multi-disciplinary learning space based on the performing arts, linking together humanities, art, science and technology.
Valmont Barcelona Bridal Fashion Week, the leading tradeshow of the bridal industry organized by Fira de Barcelona, will be the first in the institution’s event calendar from September on in a virtual format adapted to the current circumstances which is aligned with the Fira’s overall strategy focused on digital or hybrid events. These will add up a virtual environment and a physical participation with the objective of creating new synergies between all global connection channels in order to increase the opportunities for interaction, internationalization and business.
In this context, VBBFW provides the bridal community with the largest digital platform of bridal fashion that will serve as a hub for all the players in the industry to promote international business opportunities and to connect brands and all industry professionals and a global audience.
The event, which took place for the first time in 1991, is celebrating 30 years of a rising path dedicated to fashion, brands and their promotion and international expansion. VBBFW is also a hub for investigation, awareness and knowledge for the bridal industry to support brands and designers in the development of their commercial and communication strategies globally.
Barcelona, 1st July 2020
Photo caption: The artistic director of the Fura dels Baus, Pep Gatell and the director of VBBFW, Estermaria Laruccia
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