‘Living Dolls’ take centre-stage at Middle East EVENT Show
Dubai, UAE, 25 May, 2011: At a time when product launches, VIP functions, and large-scale promotional events are accompanied with the loudest, most extravagant and expensive entertainment available, a more unique live performance will take centre-stage this week at the region’s dedicated events industry show.
German entertainers, the free-standings will perform their ‘living dolls’ demonstration at the Middle East EVENT Show, taking place this week from 1-2 June at the Dubai International Convention and Exhibition Centre.
The performance features three ‘live dolls’ moving in robotic, emotionless actions, like that of a ‘living doll’. And while the performers never speak, they will react to the audience’s emotions.
The free-standings perform live shows around the world for major brands including BMW, Porsche, Calvin Klein and Starbucks at special events and product launches. Improvisation is a major part of their performance, which according to Irina Eichorn, the company’s founder and owner, affects the overall impact and impression.
“A lot of live marketing concepts and events are not reaching people so deeply, because they don't hit them, don't touch their hearts”, said Eichorn, who has previously performed at the Mall of the Emirates and Mercato Mall in the UAE, and is now looking to expand in the GCC, with creative concepts for events, marketing and product presentations.
According to Eichorn, in the context of special events such as new product and brand launches, or VIP functions, the ‘living dolls’ shows have a longer lasting impact where brand and product associations are imprinted on the human mind. The ‘living dolls’ can simply be an eye-catcher, or they can be directly involved with products that are being promoted.
The free-standings | 2
“One day it appeared so clearly in my mind to just stand still, be quiet, don't talk, and do nothing. This will be very powerful and will imprint itself in the memory of the audience,” Eichorn added. The Doing Nothing Moment (DNM) is what Eichorn describes as the key part of the free-standings live performances – living people acting like ‘living dolls’.
The ‘living dolls’ performance is part of the Entertainment Pavilion at the Middle East EVENT Show, which features other live acts, including British vocalist Tom Rust; the locally based Mohamad Hamami Orchestra; and Belgian jump ropers Planet Jump Rope.
The Middle East EVENT Show is the only event of its kind, connecting the region’s Meetings, Incentives, Conferencing, Exhibitions (MICE), events and entertainment suppliers and buyers.
Running alongside the Middle East EVENT Show will be the fourth edition of the well established Middle East EVENT Awards. Over 600 guests will attend a gala dinner to celebrate outstanding performance from individuals and organisations in the events industry. A shortlist from over 200 nominations will be judged in 19 separate categories.
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