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


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 –  and Minky Mousehold –


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



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