MELIA EVENT

The Melia Event stands as a distinctive project by director Viet Tu and Dream Studio, conceptualized to introduce fragrance lines from Spanish brands that were relatively new to Vietnam at the time, including Zara and Delpozo. Operating within a 2006 market where technical resources and performance capabilities were significantly constrained, the creative challenge lay in engineering an innovative, distinctive event that fully encapsulated the brands' profound aesthetic ethos.

Dream Studio's breakthrough solution was to select a venue largely unexplored at the time: the exclusive helipad atop the Melia Hotel, situated in the heart of Hanoi and offering a 360-degree panoramic view. The entire experiential space was constructed from large-scale, 3D illuminated transparent acrylic architectural blocks, creating a striking visual focal point against the night sky. The pathway leading to the helipad was entirely enveloped by projection systems, delivering a large-scale visual impact that was virtually unprecedented in Vietnam during that era. This presented a formidable technical hurdle for the production team, given that LED screens were not yet widely accessible, and the helipad environment itself lacked suitable infrastructure to support heavy-load technical equipment.

The Melia Event marked a pivotal evolution in Dream Studio’s strategic mindset and vision within the event production industry. It solidified the agency's commitment to utilizing striking visual concepts and contemporary art as the guiding principles for commercial events. Refusing to be constrained by conventional event archetypes and predictable execution models, Dream Studio continuously sought to pioneer a fresh artistic language, perfectly aligned with the contemporary spirit.