Gucci, the Siemens site, and a night that isn't announced.
Some projects are best told as they happened: invited rather than announced, for the right people, without public fanfare.
In 2018, Gucci approached us. The fashion house was touring five select cities worldwide with its „Gucci World of Electronic Music Tour“ – and for the Frankfurt stop, they weren't looking for a classic event venue. They were seeking a location that couldn't be Googled. A place with substance, with history, with the right raw feel.
At that time, we were managing the Siemens site in Frankfurt as part of a cultural interim use project. An industrial site with a history, with halls that still smelled of work. Exactly right.
One night. 250 guests. Helena Hauff.
We organized everything: concept, implementation, production – and designed the evening to feel as if it had been stumbled upon by chance. 250 invited guests from all over the world, handpicked like the location itself.
The musical heart of the event came from Hamburg: Helena Hauff, one of the most uncompromising techno DJs of her generation, played in a room that we specially repurposed for the occasion, even though it wasn't originally intended for that. That's precisely why it worked.
The pictures say the rest.
