Mediascope supports MBBFW’s vision of innovation and sustainability

Between March 27 and 30, the Royal Palace in Bucharest hosted the Spring edition of Mercedes-Benz Bucharest Fashion Week (MBBFW), one of the most important events dedicated to the fashion industry in Romania.

The Throne Hall at the Royal Palace in Bucharest was a space of contrasts. On the one hand, the elegance of the historical architecture, on the other hand, a minimal, contemporary decor, which provided the perfect setting for the fashion shows.

The creative concept of the layout was created by the architectural office AÉ02, while Mediascope was the team responsible for the technical implementation and production. From the construction of the stage and the assembly of the six mirror pillars that visually reconfigured the Throne Hall, to the installation of the panels that defined the parade area, every detail was thought out and staged to respect the proposed architectural vision.

In a place steeped in history, such as the Throne Room, the Mediascope team implemented technical and production solutions that complemented the architects’ vision — from the construction of the modular stage and set elements, to the integration of video technology and digital installations.

In this prestigious setting, Mediascope provided an innovative technical concept integrated into the interior design of the MBBFW event, designed to highlight the direction of modernity and sustainability pursued by the organizers.

In addition to the Main Stage innovation, Mediascope also presented The Divider, a digital canvas installation designed to amplify the presence of participants at the event. The Divider is so named because in experiential marketing it manages to bring together, but also to separate through its finesse, two worlds: that of the direct experience of the event participants and that of the design and integrated brand aesthetics.

The Divider creates a captivating setting, which brings together physical and virtual interaction. Thus, participants and guests were invited to explore digital art instances, unique images and projections, emphasizing once again the emphasis placed by MBBFW on innovation and memorable experiences.

“We wanted to bring added value to this year’s edition of Mercedes-Benz Bucharest Fashion Week, being with our partners already at the second edition, and the modular stage, along with The Divider, were our response to their vision of flexibility and innovation.

We combined advanced technical solutions with an adaptable design and captivating digital elements, so that designers can express their creativity without limits and the audience can live a memorable experience. We believe that such projects boost the Romanian fashion industry and show that we can be competitive on the big international stages,” said Raluca Bocai, Executive Director of Mediascope.

The implementation of the modular stage and The Divider installation contributed to:

• Increasing the visual impact and dynamics of fashion shows, both for established brands and emerging designers.

• An immersive experience for international spectators and buyers, who watched the collections in a more original and attractive format.

• The possibility of collecting data and feedback in real time, providing designers and organizers with valuable information for future editions.

• Strengthening Romania’s reputation on the international fashion market, by associating with technological and creative impact projects.

About MBBFW

Mercedes-Benz Bucharest Fashion Week (MBBFW) aims to connect designers, buyers, trade magazines, international media, manufacturers, university professors and people active in various fields of interest and is based on three central pillars: fashion, sustainability, and education.

The event ensures the presence of international textile manufacturers and fashion schools, while also concentrating important figures from the industry in a unique artistic moment, in accordance with the highest international standards.

About Mediascope

The trade marketing agency Mediascope specializes in New Tech, Data Collection & Data Analysis and automation, brand activations, integrated campaigns and creative solutions for a wide range of clients. With solid experience in multiple industries, the agency offers personalized services, from strategy and creation to implementation and performance measurement.

Areas of expertise:

– Brand activations: Organizing and implementing activations at points of sale, within events or in public spaces, to increase visibility and engagement rates.

– Integrated campaigns: Developing 360° marketing solutions, which include new tech, digital, outdoor, in-store and experiential elements.

– Custom productions: Developing innovative brand installations and POSMs, theatricalizations, experiential placements, technology and data collection.

Mediascope collaborates with renowned brands from various industries, such as: FMCG, spirits and alcoholic beverages, retail and trade, fashion, events and festivals, being oriented towards delivering campaigns that generate measurable impact, either by increasing sales or by strengthening the brand image.

The Mediascope team offers innovative solutions but anchored in the realities and business objectives of its clients, and is actively involved in the creation and implementation process, collaborating closely with clients to ensure that each project is aligned with their requirements.