The first costume ball Urban Dreams organized with support of GC Coldy on the premises of the apartment complex KleinHouse gathered around 3.5 thousand visitors.
The theatrical and musical flashmob in the modern loft space became the thematic extension of the popular event Midsummer Night's Dream coupled with the “loft-style life” trend.
The most impressive and fashionable party of the year, as social media described the event, took place under the motto of evolution of urban spaces into thematic art platforms. The immersive performance, which everyone could join, took place in the courtyard and on every floor of the apartment complex being prepared for commissioning.
At the beginning of the party, the organizers, with the help of professional dancers and traceurs, told the story of a former tea-packing factory and its transformation to a new center of attraction of the Basmanny District of Moscow. All art-installations, shows by Russian and foreign musicians, DJs and rappers were also filled with the spirit of loft style – that quintessence of urban lifestyle.
“Life in loft style is a philosophy of distinctness, which GC Coldy encapsulated in architectural solutions, - noted in her welcome speech Elena Oreshkina, advertising, marketing and PR director of the Coldy Company – the event’s title partner. – Every project has a soul and today our apartment complex has gathered here people who constitute the soul of KleinHouse – a center of art, technologies and personal services for every inhabitant”.
According to her, gentrification of urban clusters by members of creative community who seek new space for life and professional development is most apparent in the central districts of Moscow. The phantasmagoria Urban Dreams became a logical extension of ideas, goals and tendencies shared by modern clients of the loft complex KleinHouse.
A photoreport of the main night adventure in the metropolis will be available on the special portal loftlife.art.