“It was the first fashion show on the Great Wall of China and Fendi wanted to make sure the world knew about it. They turned to Vidicom to blast video and audio globally. So far almost 100 million TV viewers globally and millions more on the web have witnessed Karl Lagerfeld sending 88 Fendi clad models strutting the longest runway in the world…
“It wasn’t easy building the Great Wall 2000 years ago with 300 thousand troops…and trying to broadcast an event from the wall seemed just as difficult. Over its 25 year history, Vidicom has untangled production challenges worldwide as a matter of course. However, China was a first. Vidicom electricians and engineers overcame exploding cables from inadequate power sources, space limitations and government censors. Chinese government restrictions threatened on location satellite feeds. Plan B’s and C’s included throwing tapes off the wall to rush the content to permanent satellite facilities in Beijing.”
“Although a year in the making, the Chinese only gave Fendi the formal permit just weeks before the fashion show and, up until the morning before the show, the permit for allowing Vidicom to satellite feed from the wall was not signed. Live broadcast was forbidden and a one hour delay required by CCTV, the official Chinese state owned television network.”
“Fendi, owned by luxury conglomerate LVMH, spent millions on logistics, importing set up crews from Western Europe, jetting over celebs, socialites, journalists, mini bottles of Moet Hennessy and Karl Lagerfeld’s favorite French cookies for a pre-show cocktail party. Fendi is betting the magical visuals of their fashion parade with a glittering Great Wall ascending as a backdrop will be selling a lot of bags and furs. The firm is currently hoping to double its 421 million sales with some help from Asian fashionistas.”
