Monday 26 January, the real life merged with virtual life in the Beurs van Berlage. After months of preparation it was finally going to happen, the EFA-AIFW2009 show. The Beurs van Berlage was filled with guests, even people were waiting outside looking for a chance to get in and join the show too. After the shows of Eleonore de Ruuk and Melanie Brown, the simultaneous RL-SL show started. DJ Damien.S was tuning and on a big screen you could see the show in Second Life as the guests in Second Life could see the show in Amsterdam. Unfortunate, the camera did not work with the PC, but with the web-cam the atmosphere could be felt and a glimp of the show could be seen in the Beurs van Berlage at Ischia.

It was really special to see the both shows at the same time, each with it’s own possibilities. The show in Amsterdam with the speed of the models and the show in Secondlife with the luxery touches. But one thing for sure, both shows had the same character, same feeling, same enthusiastic public and breathing the same atmosphere. Although the EFA-AIFW2009 was maybe not perfect at each detail, all participants can be satisfied and proud on the result. Another step forward has been taken to merge the real life fashion world with the virtual fashion world.

Thanks to Kafee Iwish for making the pictures

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Pictures of EFA-AIFW2009 by Tillie Ariantho

Be welcom to share your pictures in the Ewing Fashion Agency FLICKR group

EFA-AIFW2009 Invite event by Kafee Iwish

 

You are cordially invited to be our guest at EFA-AIFW2009, Now, Then, Soon

Monday 26 January 2009

9.30 – 12.00 AM SLT

Ischia, Ewing Fashion District

 

After removing more than 1500 prims from Ischia, the building of the EFA-AIFW2009 venue could begin! EGG Development started to reproduce the atmosphere of the Beurs van Berlage in Amsterdam at Ischia. Joy Laperriere and Minky Mousehold are not new faces for EFA, they also build the event area for EFA-First Fusion show last year. You can recognize their building by the great textures they use and the attention for little details. EGG Development has his base in Singapore, maybe thats explain there high quality and taste for luxury. One of their interest is fashion and the connection between RL and SL, a good example is their latest show for TANGS, a real world mall. They designed and build the props, runway and clothes! I am happy to have them connected at the EFA-AIFW2009and curious to see what their vision is on the Beurs van Berlage.

During building I had the change to have a little chat with Joy Laperriere and ask her a few questions. 

EFA-AIFW2009 Joy EGG Development 1EFA-AIFW2009 - Joy - EGG Development 2

Joy Lapierriere (EGG DEvelopment) during building of the eventarea (work in progress). Thanks to Aleida Rhode for making the pictures.

 

Joy, have you ever been in Amsterdam? Your building reproduce so well the Dutch atmosphere.

Unfortunately not yet. However, it is on my list of Must Go Tos!

At the time of EFA-First Fusion, EGG Development did not exsist yet. When and how did EGG Development start?

EGG Development was founded by both Minky Mousehold & myself. We are both working with First Meta as our fulltime and as my personal assistant, Minky and myself experienced great synergies working together. Best of all.. we discovered we shared the same passion which was.. Content Creation!Through word of mouth, we were approached by individuals, sl and rl companies on custom projects.Gradually, as time goes by after multiple projects we realised that we are overwhelmed. Hence, the birth of EGG Development sometime around March 2008. We have then recruited more renown designers and members to our family which will strengthen us in bringing new projects from incubation to hatch. EGG Development does not only build but we provide full turnkey services from builds, content creation, fashion, machinima to marketing & advertisements. The time has finally come and we have hired renown designers to join us in launching our new label My Wardrobe this March! Look out for us while we bridge SL & RL to bring you the latest trends!

How did you prepare yourself for creating this venue?

This event area was inspired by the actual event taking place in real life at Beurs Van Berlage. I googled and did a bit of research on the history and the design of the architectural buildings.I picked this as I think it represents the flavour of the city. Especially when the theme of this event is spurred by 2 beautiful art pieces that represents the past, present and the future. I believe the exterior and interior of this build forms a fusion to represent the main theme for this awesome fashion event. 

EFA-AIFW2009 - Beurs van Berlage by EGG DevelopmentEFA-AIFW2009 - Joy - EGG Development 3 

The building is not yet finished, but looks already good! Compliments. How much time does it takes to make a building like this?

A building like this usually takes about 1 week to complete provided there is no outage or technical glitches within Second Life as we all know how that gets!

What are the biggest challenges for making this building?

Hmm, I would have to say the biggest challenge was to form a fusion between art deco and postmodernism in both the facade and the interior design.

You take some special things in account when building a fashionshow venue?
 
Most definitely. To make the fashion show work, we must always firstly check what kind of colours and theme are the apparels going to be before we proceed to build the venue. The venue and the apparels on runway should always complement each other.
 
Give us a little tip Joy, what are your do and donts when building?

Well, I think patience and an eye for details is most prudent to take your build from plan to completion.

 

Also curious to see how the event area will look when the building is finished? Be welcom at the EFA-AIFW2009 show at 26 Janaury 2009! 

 

EFA-AIFW2009 logo EGG Development

About EGG Development

It is our passion to provide a 1 stop suite of services and products for all your Design, building and marketing needs. MISSION: Bring your business model from incubation to hatch! In layman terms, to plan, design and execute. We believe in bridging the real and virtual worlds to create and enhance brand presence that takes brand equity to a whole new level. After all, it is a Virtual World with Real Economy. Do not hesitate to contact us for a chat on how we can contribute to your company’s online success: Joy Laperriere – jangelic@singnet.com.sg  and Minky Mousehold – yeo.veron@gmail.com

 

EFA-AIFW2009 (logo red)EGG Development will create the venue for the EFA-AIFW2009 event based on the Beurs van Berlage at Amsterdam.

At 11.00 AM SLT on the 26th of January 2009, the Ewing Fashion Agency will once again be joining forces with the Amsterdam-based real-world talent managers, The Artist Advice for another Second Life/Real World simultaneous fashion event.  During the live fashion show at Beurs van Berlage (Amsterdam – The Netherlands), the Ewing Fashion Agency will host the Second Life version of the show at its Ischia sim location, where EGG Development will reproduce the venue of the show, The Beurs van Berlage.  Building on the success of last years First Fusion show, this year each event will be viewable to the other as they occur.  The Real World creations of Real World designers Jennifer Delano, Melanie Brown and Eleonore de Ruuk  are being recreated for the Second Life production by a talented lineup of Second Life designers: Digit Darkes, Neferia Abel, Sascha Frangilli, Simone Stern, Sysy Chapman and Zaara Kohime.  In acknowledgement of significance of these innovative collaborations, Runway Magazine and DX Exchange have signed on as corporate sponsors for the event. Beside the fashion show, also the DJ will be presented in both world, Damien. S will be on stage in the Beurs van Berlage and at Ischia during the show.

EFA-AIFW2009 Invite event by Kafee Iwish 

 

You are cordially invited to be our guest at EFA-AIFW2009, Now, Then, Soon

Monday 26 January 2009

9.30 – 12.00 AM SLT

Ischia, Ewing Fashion District

 

PROGRAM

9.30 AM SLT: Live broadcasting of the RL-fashion show of Eleonore de Ruuk and Melanie Brown

10.30 AM SLT: Simultaneous RL-SL fashion show, EFA-AIFW2009 Now, Then, Soon (featuring SL-designers Neferia Abel, Zaara Kohime, Sysy Chapman, Simone Stern, Sascha Frangilli and Digit Darkes)

11.15 AM SLT: Meet the designers and models, simultaneous RL-SL talkshow (has to be confirmed)

Music will be provided by DJ Damien.S during the event.

Your host for this show will be Tiffany Dragonash, dressed by Orage Creations

 

Event sponsors EFA-AIFW2009 - logo RUNWAY Magazine

EFA-AIFW2009 - logo DX Exchange    

 

  

 

 

 Building sponsor: EGG Development EFA-AIFW2009 logo EGG Development

 

 

 

 

 

 

Broadcasting sponsor: Engage! EFA-AIFW2009 - logo Engage

 

 

 

Wall sponsors

 EFA-AIFW2009 logo Angel DessousEFA-AIFW2009 logo Seldom Blue Fashion

 

Goodybags

Goodybags from the sponsors will be posted in the Ewing VIP-guest group after the event.

 

Mostly of the time, the music at a fashion show is at the background. It is there to give the right atmosphere, to the show and to the designs. This will not be different at the EFA-AIFW2009 show. But this time it will be far more exciting! The DJ for the show, Damien.S, will be on stage and spinning in the Beurs van Berlage and at Ischia during the show. He will connect both world with his music and enjoy the event at both worlds at the same time. Let me introduce him to you.. 

 

EFA-AIFW2009 Damien S - SL Photo of Damien.S, thanks to Liess Paine

 

Damien, how did you start your DJ carrier?

I actually started producing and making music first before I started DJ-ing. Producing is something I have done for many years now and I used to DJ a bit for fun. Once I got introduced to SL and started spinning there I really enjoyed it a lot and that’s how I started DJ-ing a lot more. So I guess SL inspired me to pick that up more!

Are you still tuning in SL as a DJ? And can we find you in certain clubs?  

I used to DJ in SL once a month or so but lately since I’ve been so busy with my productions I haven’t been spinning a lot. I did do a clubtour in Second Life last year for my “Summerfeeling” release in the major clubs of SL which was really fun to do. But if I’m spinning in SL I’m mostly at Club Maya on Maya Island.

 

EFA-AIFW2009 Damien Simons - RL 2

EFA-AIFW2009 Damien Simons - RL 1 

Damien at a cross-reality concert in  club Tabac Amsterdam

 

At your site I saw you did more cross-over events. How do you experience these events?

It’s amazingly fun to do and the responses are wicked. The people in the physical club like to interact with the avatars in SL that are projected on the walls and the people in SL feel very connected to the gig as well. It’s also a great opportunity to reach a bigger audience and I’m really looking forward to do another crossreality event!

What will we hear during the EFA-AIFW2009 show? Do you have something different than normal in mind?

I’ll be spinning some dance floor anthems, some fresh new tracks and probably some exclusives as well so stay tuned for that!

 

 EFA-AIFW2009 Damien Simons - This TruthEFA-AIFW2009 Damien Simons - Summerfeeling

Biography Damien.S

Dutch DJ and producer Damien.S surprises with his typical floating, warm and energetic blend of vocal trance and progressive tracks in his DJ-sets. In his music career his passion for music has drawn the attention of the world famous singer *Kirsty Hawkshaw* (vocalist on tracks of Tiësto, BT and Fragma amongst others). Damien has produced one of the *Fine Day 2008* remixes by Kirsty Hawkshaw vs Kinky Roland that has topped the dancecharts worldwide and is working now on a new original release with Kirsty.

He is already proving to be a big winner with his hypnotic concoction of intensifying riffs and progressive beats as his sounds have seen him remix for the like of *Kirsty Hawkshaw, Tiff Lacey, Molly Bancroft to Malta’s Number One DJ JJoy*. His vocal trance release *’Summerfeeling’* has been gaining major support worldwide and topped the *UK Music Week Club Charts at the 10th position* and at *number 5 in the DMC World Wide Trance Charts*! and Damien’s current release *’This Truth’* is currently at the number 6 position in the DMC World Wide Trance charts.

His latest remix of *Fountains Of Youth by Loverush UK! ft. Molly Bancroft* (the voice behind recent Club Anthems such as Gabriel & Dresden’s ‘Tracking Treasure Down’ and Gian Luca Motta’s ‘Not Alone’) is Ernesto vs Bastian’s number 1 track of the month in november 2008 and the original release peaked at the number 2 position in the UK Club Charts. Damien is currently working on his *solo album set to release in 2009* and remixing the latest tracks for artists such as *Kirsty Hawkshaw (UK), Sylvia Tosun (US), Loverush UK! (UK) and Marcy (US – for Armin van Buuren’s Coldharbour Red label)* for their forthcoming albums.

 

EFA-AIFW2009 (logo red)

Damien.S will be the DJ for the EFA-AIFW2009 event. You can see and hear him on stage at the Beurs van Berlage and in Second Life.

SECOND LIFE, 15 January 2009 – At 11.00 AM SLT on the 26th of January 2009, the Ewing Fashion Agency will once again be joining forces with the Amsterdam-based real-world talent managers, The Artist Advice for another Second Life/Real World simutaneous fashion event.  During the live fashion show at Beurs van Berlage (Amsterdam – The Netherlands), the Ewing Fashion Agency will host the Second Life version of the show at its Ischia sim location, where EGG Development will reproduce the venue of the show, The Beurs van Berlage.  Building on the success of last years First Fusion show, this year each event will be viewable to the other as they occur.  The Real World creations of Real World designers Jennifer Delano, Melanie Brown and Eleonore de Ruuk  are being recreated for the Second Life production by a talented lineup of Second Life designers: Digit Darkes, Neferia Abel, Sascha Frangilli, Simone Stern, Sysy Chapman and Zaara Kohime.  In acknowledgement of significance of these innovative collaborations, Runway Magazine and DX Exchange have signed on as corporate sponsors for the event. Beside the fashion show, also the DJ will be presented in both world, Damien. S will be on stage in the Beurs van Berlage and at Ischia during the show.

 
 
 
 
efa-logo-correct
 
About the Ewing Fashion Agency
 
The Ewing Fashion Agency  (EFA) is full service fashion and promotions agency operating in Second Life and specialised in promoting virtual and real-life brands, including the coordination of complex events fashion and promotion events run in Second Life and real-life simultaneously. We are an international work force with over ten languages – including Polish, Korean, French, Dutch, German, Italian, and English. We have solid methodology that ensures our clients get the service the deserve and the value they deserve. 
 

EFA-AIFW2009 - logo RUNWAY Magazine

 
About RUNWAY Magazine

RUNWAY Magazine is a monthly in-world publication dedicated to the promotion of fashion, modeling and design in Second Life.  RUNWAY features the who’s  who in the fashion world in Second Life, the seasoned designers, models and agencies, as well as the fresh new up and coming talent on and off the runway. RUNWAY has always maintained its neutrality in working with designers and fashion agencies in Second Life by covering all the fashion shows and events to bring its readers the latest news, updates and revues of the designers captured as they happen. With a circulation of over 65.000 readers monthly in-world, RUNWAY is hands down the best fashion read in Second Life.

Source: www.runwaysl.com 

EFA-AIFW2009 - logo DX Exchange

About DX Exchange

DX Exchange is based in the Netherlands and is a 3D media company and Virtual Service Provider that offers his services in the field of virtual internet. Since 2007 DX Exchange has been creating and running 3D communities. DX Exchange was founded in 2006 as a currency exchange office for the Dutch community in the ‘Second Life’ virtual world, and is currently expanding to the surrounding countries, other platforms and more exchange services. The DX Exchange payment system makes it possible to exchange Euros for virtual money and vice versa , using accepted and leading local payment methods and support.  Currently in Second Life the company serves some 20,000 customers. For more information, see www.dxexchange.com.

 

EFA - The Artist Advice
About the Artists Advice
 
The Artist Advice is a management and consultancy company for artists. The Artist Advice gives advice, coaches and provides management for artists such as: models, actors, dancers, singers, extra’s, make-up artists, stylists, photographers, bands, dj’s and other artists. The Artist Advice was been founded by Jennifer Delano in 2005. Today our team consists of seven motivated employees and from our offices in Amsterdam the careers of hundreds of artists are being managed. The mission of The Artist Advice is to help artists getting started and to keep artist working, using their own strengths. We seek personal and durable relationships, in which open communications, excellent collaboration and mutual trust are the main ingredients. 
Source: http://www.theartistadvice.nl/ 

EFA - AIFW2009

About Amsterdam Fashion Week

“AIFW is steadily establishing itself as a young and directional alternative to the world’s more traditional fashion weeks. Focusing on Amsterdam’s reputation as an inspiring city, the AIFW programme combines commerce with creativity. Alongside our catwalk show schedule our programme includes fashion events, lectures, exhibitions, retail initiatives and parties. As well as a showcase for Dutch fashion, AIFW provides a stage for the growing New Luxury segment, that so far was stuck between existing mainstream trade events and traditional couture weeks. Only an hour or so away from anywhere, our city has a lot to offer: a growing pool of talent, an inspiring place to visit and a vibrant place to do business. Editions of AIFW were held twice a year since July 2004. AIFW is attracting a growing audience of directional international”.
 
EFA @ Amsterdam International Fashion Week Team:
Una Ewing
Tiffany Dragonash
Connie Molinaro