The Event

Arranged to coincide with London Fashion Week, the Fiorucci relaunch party entitled Fiorucci: Resurrection presented by the Theo Adams Company – a London-based collective of multidisciplinary artists, designers and performers from around the globe – took place at London’s oldest French restaurant, L’Escargot in Greek Street, London.

Founded in 1967 by Elio Fiorucci, the iconic Italian fashion label has attracted trendsetters from Madonna to Andy Warhol. The Fiorucci: Resurrection event celebrated the opening of a 5,000 sq ft destination store opening in Brewer Street in London’s Soho. The Theo Adams Company transformed l’Escargot into a world of disco, hedonism and horror for an event that was subsequently described ‘as the kind of party many brands would kill for; achingly cool, outrageously oversubscribed and lots of fun’.

An event like this requires meticulous production services, thus Sound Division was brought in at the request of Theo Adams himself, to work alongside the team at the Theo Adams Company, to handle the technical production elements of theming the elegant interior of l’Escargot in a Studio 45/disco style.

The event was produced by Prettybird Productions, with head of production Hannah May, producer Clarence Pegrum, and assistant Ella Knight. Set and creation design was by Alice Kirkpatrick.

Production Services

Around the centralised stage structure in the rear restaurant, we constructed a DJ platform and two separate dance platforms. We supplied a full Pioneer CDJ/DJM NXS DJ system alongside a range of classic 70s-style lighting effects including three Harvester lighting effects, two Cosmos balls and two floor-standing twisters per side to boost the ambience and bring the disco theme to life.  DJ services were provided by the renowned DJ collective, Horse Meat Disco, now a global brand on the revisionist disco circuit.

We selected d&b Y-Series loudspeaker stacks for the sound system, chosen for their compact design whilst providing extended low-end bass frequencies and full directivity control. For the DJ we also supplied a powered EV DJ monitor for foldback.

In the Green Room, an array of Chauvet LED Battens, spotlights and SGM LED panels and a number of red and green lighting fixtures contributed to the 70s theme. The Blue Room benefited from more Chauvet LED lighting battens and the soundtrack for the evening was distributed via multiple compact Yamaha MS101 monitor speakers in other rooms including the Red Room. In the ‘Salon Noir’ on the top floor, a full 2kW EV front-of-house PA system was provided for the band, astride an 8ft diameter semi-circle stage that we constructed for the occasion.

Audio was engineered via a compact Yamaha LS-9 digital mixing desk running Shure instrument microphones for the band along with four EV SX300 floor monitors, providing foldback for the artists. We also provided a classic 70s-style Shure 545SD microphone for the lead singer, maintaining the Studio54 theme.

We installed over forty metres of LED UV Lighting for the occasion, along with our Chauvet LED Floor-mounted spotlights and an LED follow spot which were used to illuminate the band and lead artist.

Throughout the entire restaurant, including the central stairwell and hallways, additional monitor speakers were strategically installed to maintain the disco party atmosphere across the entire building.

To maximise the publicity for the event, a large white Fiorucci logo was projected onto the front facade of the building beamed from a 10,000 Ansi Lumen Panasonic projector set up from a first-floor office window directly opposite the restaurant.

For the duration of this event a full technical engineering crew was also on hand to ensure everything ran smoothly.

The Result

“The production delivery of launch events is all about timing and attention to detail”, comments David Graham, Sound Division. “It was a pleasure to work with the team at the Theo Adams Company, paying attention to the finest of details, weeks in advance. We work to a very carefully prepared and considered schedule to ensure the launch event runs smoothly.

“We have a great deal of experience working on projects like this, working alongside great production company partners to ensure the event happens as exactly as planned, and that by the time the guests arrive, absolutely everything is in place and ready to roll out – all they have to do is relax and have fun!” concludes Graham.

“Sound Division is our preferred AV supplier for our productions – they understand our unique briefs and what we need, always deliver and are a friendly and fun bunch of guys to work with. We know we can rely on them to help bring our visions to life.” — Theo Adams, The Theo Adams Company.