Little Red Riding Hood

Hairstyle News 2019. Zagreb hosts an international festival that brings together the reputed hairstyle artists from all over the world, with four festival stages, over 130 brands and 2 000 visitors. The mission of the festival is the presentation of creative hairdressing skills, developing a passion and knowledge sharing among hairdressers.

Our task was to achieve performance that would single us out from other competitors and position the brand as respectable and in line with global trends. Having used a video wall of 9×4 m, holographic projections, lasers, around 100 scene lights and other technical tools, we created a unique audio and visual event, which made us one of the main attractions of the festival that year.

The brand Academia show was based on a game of numbers, shapes and colours. Our goal was to create a cosmogonic story of a world where COLOURS are the main protagonists, separating it from the background.

The key narrative method is confrontation of binary oppositions: black/white, nature/civilization, forest/city… The visual equivalent of binary (duality) as a principle of tension, contradiction and difference is graphically presented by a biangle.

As the story develops, the tension and confrontation are reconciled by number THREE. The symbolism of the number three as the number of unification, reconciliation of differences, the aspiration towards unity has been used to structure the space. Virtual, two-dimensional reality on the one hand and the space occupied by the scene on the other hand blend and unify by the movement of a female model from the “canvas” into the “real space”.

This narrative procedure erases the boundaries between the space of art and reality, illusion and reality, flatbed and the scene space. The performance does not erase entirely the boundary between the recipient and performance, highlighting an additional perspective in the development of the story.

Trinity as a structural principle is reflected in the choice of shapes. In the video, a square, a circle and a triangle alternate as structural elements of the Academia brand logo.

In the video story, the Glitch is also used as a graphic principle of reconciliation between black and white, the number THREE that brings colour in the black and white projection.

COLOURS as the main characters of the performance are accentuated by the embodiment in female models.

An illusion of depth and unity of the video and the scene are achieved by the game of black and red, a rectangle from the video wall from which a female model emerges and embodies the red. The same constructive principle is used for other colours: blue, yellow, purple and orange.

By returning to the mythical principle of duality, the struggle between two principles, the black and the white, a cyclic form of performance was created.

Brand: ACADEMIA
Client: Orbico BeautyEN Studio
Production: Knap StudioFusion Studio
Creative direction: Kenan TuziAdnan Peco
Hairstyle: EN Studio
Makeup & headpiece artist: Naida Đekić
Styling: PlusMinus
Sound design & mix: Sloven Anzulović

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