Agency: Eventum Premo
Client: Oriflame
On June 18 and 19, 2016, two unique events for the Swedish company Oriflame, celebrating 20 years of direct sales in Russia, were held at VDNKh. Both events brought together more than 8,000 people from all over the country.
Task
To hold a business event — Oriflame Megaforum for 5,000 participants and a gala evening reception — Oriflame Directors' Banquet for 3,000 participants. The peculiarity of the task is that these events are held annually and the audience is largely stable. Guests have already seen many scenario and artistic solutions, there are a number of unchanging elements of the program and speeches. With general initial data, the organizers need to present the event in a new light, captivate and amaze the audience.
Idea
To create a WOW effect, the organizers created a unique set-up for the site. Unlike previous projects, where the main action was focused on a bright stage, this time the focus was on the guests, who were placed inside the decorations. This is where the idea of building a giant circular screen along the perimeter and a long podium to the middle of the hall with an additional stage in the center was born.
The scenography for such technical solutions is very different from the classic one, so the most difficult stage was the development of the program and direction of the event, suitable video illustrations for panoramic screens.
The panoramic screen made it possible to broadcast several key messages at once - the technological advancement of the company, a wide horizon of possibilities, the opportunity to be with the company anywhere, the special, central role of representatives for the Oriflame company.
Some numbers:
5,000 participants (Megaforum)
3,000 guests (Directors' Banquet)
720 staff
500 kW of light
432 videos
262 meters of 360-degree projection
254 artists
250 kg of confetti
200 suspension points
96 hours of editing
60 kW of sound
51 people (agency team)
30 projectors
8 star artists
5 days without sleep
3 tons of food
1 proposal on stage
The customer liked the idea, as it corresponded to the philosophy of the Oriflame company. The directors placed the participant not in front of the stage, but in the very center of what was happening. Just like in the business of the Oriflame company - the focus of the company is on entrepreneurs.
Solution
For the Oriflame Megaforum, the concept "EXPO. Territory of Dreams" was chosen. Traveling between the various futuristic pavilions of the mega-exhibition, the participants got acquainted with the business areas and products of the company. The exterior and interior of the pavilions dedicated to ecology, beauty, new products, innovations, etc. appeared on panoramic screens. Theatrical seating in the form of rays allowed all participants to see both what was happening on the stage and follow the video presentations on the screen.
For the Oriflame Directors' Banquet, the hall was converted overnight to banquet seating.
In the concept of the evening event, the numbers and video illustrations were associated with important events in the life of Russia - sports, ballet, art, traditional patterns, folk dances and, of course, connections with the most successful Oriflame entrepreneurs.
Also, for each event, different exhibition areas were prepared, presenting Oriflame products and the company's values.
Polina Tolkacheva, partner of Eventum Premo
We have been cooperating with Oriflame for five years, and their projects are always special. Every time we try to come up with something new – and every year the task becomes more and more difficult.
Despite previous experience in implementing similar projects, a new event is always a challenge for our team. First of all, because Oriflame welcomes non-standard, large-scale and new solutions for the event market. They are not stopped by the fact that the idea has not been implemented before, they are not afraid of risks. Therefore, in our work there is always room for adventure, despite careful planning. It is incredibly difficult, but also so interesting. As a result, we get projects that any agency can dream of.
