OVERVIEW
Creative direction and event management for the inauguration of the 2019 concert season.
BRIEF AND OBJECTIVES
The key objective of LaFil was to perform in unexpected locations, using music to instigate the redevelopment of outdoor and indoor spaces whilst guaranteeing top-quality acoustics.
For the first two concerts, LaFil and Plus+ chose Milan’s Palazzo delle Scintille, an unconventional location which hadn’t hosted a private event since 1948.
FROM CONCEPT
The orchestra’s artistry and performance were the key drivers in maintaining the incredibly high quality of the project.
Plus+ was tasked with the planning and realization of the inaugural concert at Milan’s Palazzo delle Scintille, as well as the organization of all concerts for the 2019 season.
Plus+’ role also extended to accompanying LaFil in the presentation of what they defined as their “musical glossary” through a dedicated digital and social communication strategy.
TO REALIZATION
The choice of using a Liberty style building which has conserved its original architectural state was a decided nod to the orchestra’s own identity as a bridge between past and future. This idea extends also to the unique way they “make music”, opening a dialogue between different generations of talented musicians.
A large wooden shell formed the acoustic chamber, sitting just behind the foyer: this architectural choice was slowly revealed to the audience as they made their way to the concert hall. The aim was to build suspense and wonder, aided by the impressive dimensions of the building itself.
