Live Design Blog Archive

LarMac Live Production Manages Hard Rock Cafe Launch in Florence

Leading London, UK based production company LarMac Live (LML) production managed the launch of the latest high profile Hard Rock Cafe venue, which has just opened in Florence, Italy.

Having a 'grand opening' event was fully endorsed by the Mayor of Florence, Matteo Renzi. It was attended by a host of local dignitaries, politicians and celebrities, plus about 10,000 members of the public who pitched up to enjoy a free concert headlined by British rock superstars Simple Minds in the prime location of the Piazza della Repubblica, Florence (the venue is on Brunelleschi, 1 - just off the Piazza).

LarMac LIVE won the contract to produce and co-ordinate all technical production elements needed for the event through their previous work and connections with the client. They have worked on Women of Rock shows and Hard Rock Calling events in Hyde Park, London among others. They were also highly recommended for their ability to deliver a show that would meet the expectations of a leading global brand.

LML's Anthony Norris led their team. Their brief included specifying, sourcing and arranging the full technical and site production package required to stage the event, including band's backlines, staging, lighting, sound, crowd barriers and general site infrastructure.

LML energised its international contact base and asked Italian Production company Amandla Productions, run by David Lapini, to collaborate with supplying the sound, lighting and backline equipment needed and also to source an appropriate stage.

Explains Norris, "It was essential to have a strong and well-connected local partner to help bring everything together, and one with good local knowledge familiar with the area and all the nuances, rules and regulations for staging events in a busy public space". He adds that it was also vital to work with individuals and companies who share LML's vision, attention to detail and standards of excellence that are applied to all events.

The stage measured 16 metres wide and was located on the West side of the Piazza. It had a roof, but no side covers as the Piazza della Repubblica is a listed space, so ballasting for a fully skinned stage was ruled out. The decision was therefore taken to have an open sided stage and faith in the Italian summer weather, which true to form, was fabulous!

Simple Minds supplied a basic technical spec and this was used as a starting point for lighting, sound and backline requirements.

LML also co-ordinated production of all the custom site branding, which was created by Impact Promotions, one of their regular UK suppliers, with the graphic designs approved and signed off by the client.

Anthony Norris arrived a week beforehand, and the site build started on the Friday for a Monday show. The fact that the Piazza was still open to the public until shortly before the show was just one of many logistics having to be dealt with.

In addition to Simple Minds, the large and highly enthusiastic crowds were entertained by singer/songwriter James Walsh (ex Starsailer) and Italian band Marla Singer.

It was tight to get everything completed in time, but great teamwork and some lateral Italian thinking applied at certain points saw a smooth, slick and highly successful result, on which Norris comments, "It was a great pleasure working in Italy and also a good learning experience to see first hand how large urban outdoor events happen there. Managing the English / Italian working culture was very interesting but we thoroughly enjoyed the experience and as we are anticipating an increase in our European business we look forward to working with everyone again".

For more press information on LarMac LIVE, please contact Louise Stickland on +44 7831 329888 or +44 1865 202679 or EMail : [email protected]

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