The presentation of 'Mango in big words' was designed by Elsinor of Spain as a celebrity surprise reveal in which the press, gathered on the Millennium Bridge, would be treated to a sail-by of giant pages from the book.
That was to be followed by a presentation by the celebrity guest - Elizabeth Jagger, the new face of Mango - and speeches at the Old Billingsgate Market in the City of London.
The production brief required technical director Adam Wildi and Vertigo's project team, headed by MD Becky Loughran, to organise and equip suitable vessels to transport the giant pages upstream and back for the press call, to construct a VIP viewing grandstand opposite the Tate Gallery on the Thames, and to theme the interior of Old Billingsgate Market for the celebrity press presentation. The river event would be relayed live by a video link to guests waiting on land.
Like Vertigo's role in the spectacular launch of the Corsa car last autumn, the launch called for a host of special permissions and licences, involving complex negotiations with the Port of London Authority to close the River Thames for the requisite period, the Civil Aviation Authority for permission for a TV helicopter to overfly the location, and the police to allow bridges to be temporarily closed off.
On land, Vertigo was tasked with creating an enormous viewing platform on the river bank, designed by director Tim Roberts and engineered as a 25m clear span using Libera trussing, eliminating the need for a central leg.
The interior of Old Billingsgate Market was transformed into a giant library, where the press were handed sealed copies of the Mango Prestige Book - a special edition costing £1000 a copy - and invited to unwrap them simultaneously by Elizabeth Jagger. Set company Stage One was brought in to create the 'library' interior and the giant book pages.
The preceding five days had seen four Thames barges, tied up in a wind-battered Silvertown dock, transformed into a single giant platform for the book pages, which had to be craned in 35mph winds onto an angled, 24 by 12m truss frame mounted on top of a scaffolding structure built across the four barges.
When the big moment arrived, normal traffic on the Thames came to halt as the barges made their sweep upriver and back again, while Creative Technology relayed the action back from the helicopter camera to a giant screen inside Billingsgate, where Delta Sound provided audio effects and Showforce the crew.
For Vertigo, Tim Roberts provided the designs for the outdoor structures and rigging while Becky Loughran handled the complex negotiations between Elsinor's designers and the various licensing and safety authorities. Kate Smith was production manager, with Katie Coley as show caller.
Becky Loughran comments, "With this and the Corsa launch we have learned an awful lot about what you can achieve on and around the River Thames - and the many practical and legal limitations you have to get to grips with. It's a fantastic location and presents new and exciting challenges every time we work on it."
(Jim Evans)
