It’s Elements Show-Time

Monday, 9pm: The bouncer made haste to widely open the front gate. Now Elements’s doors are open to accredited journalists. It is inconceivable. It is sheer madness. They all queue up to get registered and immediately head for booth 101, first floor. It is that of Legart Forschungsatelier, and we come under siege from all the beauty experts and enthusiasts. Our design really works and convinces the audience – purest minimalism. The design-oriented, innovation-spoiled crowd is mesmerized and they say in unison: perfect, functional, congenial. The more they marvel at the meticulously designed, patented black/ white packaging of ambuja, the more we get excited. Heady, straight and fine talks, great personal interest, individual conversations. A  dream has come true. Our booklet, brochures and business cards are nearly eaten up, we permanently have to fill them up. The relevant question arises as to whether or not we have enough for the two days.
10-7 pm: Official hours of opening for accredited special visitors – all being interested premium buyers of the top US as well as international department and concept stores, vibrant designers, busy distributors,  and a lot more. The hours pass and there is no sign that the steady influx of visitors will discontinue. We are flabbergasted. Time vanishes. Only my high heeled-troubled feet give me to understand that already ten hours of sheer standing upright have gone by. But the ultimate highlight has not reached so far. Reception time.

7-9 pm: The official inaugural reception of the Indie “Fifi Award” 2012. 6th floor, the second we step off the elevator we know immediately this glorious event in the huge loft-like space will be crowded, more crowded and nearly burts – the ultimate place for party-goers this night. All invite-only guests from the world of beauty, fragrance, celebs, hipsters, scensters are keen to get to know who the winner is. The Fifi Award goes to… ODIN New York 06 Amanu. Congrats.