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Sometimes your best trip is so close you can’t even imagine. One step — and you get from Lviv to Paris.
At least for one night.
Together with IQOS we continued expanding consciousness through “Mozhna” communication platform.
the city of intelligent people, art and secular talks. So when we got a task to continue the series of unusual cinema screenings there, we thought of bringing “Midnight in Paris” atmosphere into the mid-century Ukrainian city.
“Midnight in Paris” is a romantic movie by Woody Allen. While on a trip to Paris with his fiancée's family, a nostalgic screenwriter Gil finds himself mysteriously going back to the 1920s every day at midnight. The more time Gil spends with favourite cultural heroes of the past, the more dissatisfied he becomes with the present.
So we took inspiration from the movie story and re-think it to create the world of 1920s (and little bit of 1890s) Paris and its heroes.
The event took place in the House of Scientists, neo-baroque building in the city centre that used to be casino in the past. Wooden and silk walls, crystal chandeliers, marble fireplaces and other decorations have been saved there for more then a century and keep chic spirit.
People could register for free and got their invitation randomly. They knew that there would be cinema screening of Woody Allen’s “Midnight in Paris”, but no one could imagine they would be a part of the movie.
It was decorated as a newspaper kiosk. Everyone had temperature screening and then got gift-pack with French thematic staff and prediction from Salvador Dali, Gertrude Stein or other movie characters.
Fancy French facades full of stylized actors feel like they come from 1920s Paris.
The largest object of the yard and the most popular photo zone of the event.
Classic open-air wine bar with branded glass glasses and sparkling wine.
We found the same car which movie characters used to go with to their parties.
The yard was full of jazz sounds due to velvet voice of soloist accompanied by music quartet.
Several artists were painting landscapes and portraits in real time to bring Montmartre mood.
At first lots of guests thought it was the end. But then they took a look at a map from their gift-pack to discover it’s just one third of the whole content.
The entrance hall was full of crystal chandeliers like the vintage store from the movie. Mirrors added amazing visual effect to create photos.
We organised real market in collaboration with “Barhat” vintage store. All guest could get classic black berets here for free too and listen to real vintage disc on gramophone.
Smell of the fresh bread, baguettes and croissants was the main feature of the whole floor. There were long wooden shelves totally full of baked goods free for everyone.
he last room replicated Moulin Rouge interior. Red tones, dressing tables with luxury cosmetics and dancers preparing to can can performances.
The huge white inflatable trampoline with moustaches in XIX century room — it’s something surrealistic like Salvador Dali works. It was accompanied by interviews of the artist recorded in 1950s.
Round library of the building became an ideal place for speak-easy bar — modern version of Gertrude Stein salon where guest could take a drink and share gossips.
The place dedicated to bullfighter Belmonte who appeared in a film. The room with former champagne fountains got rodeo attraction in the middle to entertain and let our guests check their agility.
Fisherman-styled bar at the terrace with a cocktail menu inspired by Hemingway favourite recipes.
Empty on the first sight room was used as a lounge. But attentive guests could notice Pablo Picasso painting ‘on the window glass’ due to a visual effect.
Separate room was used to place a brand zone for IQOS-users where they could test and buy IQOS products.
One of the movie scene shows us the main hero who goes out of the 1920s bar and finds himself on the street, but when he wants to open the door again there’s laundry closed, no bar. So we created modern laundry in one of the rooms as another colorful photo zone.
The last room was made as detective Tisserant place where he investigated all movements of the main character, romantic guy Gil, and his new friends.
The whole location included 8 cinema halls — big and chamber ones.
The biggest ones were open halls on the first and second floors and separate Assembly Hall. Each of them had the name dedicated to different districts of Paris — Montmartre, Champs-Élysées, Quartier Latin.
Picasso room, Moulin Rouge, Gertrude Stein salon and investigation room became cinema halls too. And the last screen was located outside in the yard, like you stopped at a street cafe to grab a glass of wine with friends and stayed for the whole evening.
Dmytro Sobol
Creative Director
Taras Yevtushenko
Key Account Director
Ivan Sutiahin
Technical Director
Yuliia Sosnovska
PR Coordinator
Volodymyr Voloshchuk
Media Coordinator
Hanna Bogdan
Senior Event Manager
Anastasiia Kyrychenko
Event Manager
Karina Riahi
Junior Event Manager
Dmytro Zubkov
Influencer & Event Manager
Oleksandr Kovalenko
Digital Manager
Maria Nevezhyna
Designer
Ivan Sutiahin
Technical Director
Kostiantyn Demianenko
Technical Manager
Dmytro Oleksiuk
Junior Production Manager
Elizabeth Karpyuk
Assistant