On June 29, 2006, a grand reception was held in Vorobyovy Gory in Moscow to celebrate the 10th anniversary of ELLE magazine in Russia. The fashion party brought together more than a thousand friends of the magazine, including many famous musicians, actors, athletes, TV and radio hosts, directors, designers, politicians and businessmen. For this event, the JSA company specially erected a unique structure of a covered pavilion on University Square near the famous building of the Lomonosov Moscow State University.
The original pavilion, measuring 30 x 20 meters, had two levels and a separate open balcony. The total area of the building was about 700 square meters and allowed the hall to accommodate more than one and a half thousand invited guests and service personnel. Inside the pavilion, a stage and structures for decorations were installed, created on a “baroque” theme, according to the design of one of the leading capital designers.
The ELLE pavilion became, for a short time, a worthy object of the capital, installed near the popular observation deck on Vorobyovy Gory. The structural space created on the square made it possible to hold a rich program of the evening, including performances by the British star Sophie Ellis-Bextor and Zhanna Friske, who became the face of the June cover of ELLE, sets from DJ Panin, a concert by the Tokyo group, an exquisite buffet, a culinary show, chocolate fountains and ice sculptures with exotic fruits. Lighting devices and pyrotechnics for the evening fireworks were installed around the pavilion. The quickly erected modular pavilion became the ideal solution for the embodiment of an exquisite concept of the evening in one of the most picturesque places in Moscow.
Below is a spread of pages from the pilot issue of ABOUT magazine #0 with an article and photos from this event: HIGH PARTY IN BAROQUE STYLE
The structure was designed by JSA engineers and assembled from Layher elements, traditionally used by the company’s specialists. The pavilion was erected in just five days on a surface with flower beds. However, the use of Layher Allround allowed them not to be affected and the ground surface not to be destroyed, as is required for some other structures. The pavilion structure used the reliable Layher Cassette Roof, easy to install and resistant to wind loads.
“The pavilions with roofs that we build are in high demand among representatives of advertising agencies that organize corporate events for clients. Each pavilion we create is individual. It is like a large construction set – the size, roof height and interior design depend on the customer’s imagination, and the pavilion can be placed anywhere in the city or outside the city,” said Alexander Strizhak, president of JSA.
This was another installation of this type of construction – a Temporary Space under the roof for holding events. The first experience took place in 2005 on Vasilievsky Spusk of Red Square in Moscow. In September of that year, the company built a unique Temporary Concert Hall for holding one of the most significant and vibrant musical events in the country. For more information about this event, see the article: MTV RUSSIA MUSIC AWARDS ON RED SQUARE IN MOSCOW
Эта статья на Русском языке: ЮБИЛЕЙНАЯ ВЕЧЕРИНКА МОДНОГО ЖУРНАЛ ELLE В СТРУКТУРЕ LAYHER