Custom Staging Lights Up Mary Kay's 50th Celebration - Event Marketer

Custom Staging Lights Up Mary Kay’s 50th Celebration

DB_MaryKary_2013 ETA
Brand: MARY KAY
Agency: VIVA CREATIVE
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF A/V
Year: 2013

Seminars with conventional proscenium staging can often leave audience members feeling distant and disconnected. At least that was how Mary Kay Cosmetics had felt about past Mary Kay Seminars, deciding this year—for its 50th anniversary—to “blow the socks off” the waves of more than 10,000 Mary Kay Independent Beauty Consultant attendees with a dramatic stage design at the Dallas Convention Center.

The set featured 12 screens, a custom 60-foot diameter multi-level stage with 54-foot runway and entrance; a 15-foot turntable at center stage augmented with three additional entrances and 22-foot runways; a Dragonfly Personal flying system used to fly a singer during the opening experience; and a four-drum YoYo fly system, used to reveal a custom-made 12-foot throne suspended and hidden in a Video Trapezoid Screen box and revealed for “Queen” award winners (Booya!).

The combined package transformed a “cold and spiritless” arena into a warm, engaging and immersive environment. Plus, the synergy between the sound and projection package surrounded the audience with Mary Kay branding and culture. Live production numbers were seamlessly integrated into the surround-style environment with maximum impact through supporting image magnification and special effects. Corporate presenters, often with little or no rehearsal, felt instantly comfortable and confident with this unique staging arrangement.

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