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Marco Balich on the ‘Flick’ That Makes Live Events Meaningful

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Marco Balich on the ‘Flick’ That Makes Live Events Meaningful

The chairman and creative director of Balich Wonder Studio offered a few insights at WWD’s Apparel and Retail CEO Summit, despite not thinking he could "be very helpful for CEOs in luxury."

Speaking at WWD’s Apparel and Retail CEO Summit last week, Marco Balich didn’t seem to think he had much to offer the audience. “I don’t know if I can be very helpful for CEOs in luxury,” he humbly admitted at the start of Tuesday’s conversation with WWD’s Milan bureau chief Luisa Zargani.

But as luxury brands continue to offset a downturn in aspirational spending by engaging their VICs IRL, the Balich Wonder Studio chairman and creative director’s insights are, in fact, very helpful.

As Zargani laid out, his Milan-based live-entertainment group has produced ceremonies for 17 Olympic Games and six FIFA World Cups in addition to several Alta Moda shows for Dolce & Gabbana, including the latest multiday spectacle in Taormina.

Perhaps Balich didn’t think he had much to offer because he views the fashion industry like one of the millions of people who watch his sports ceremonies: as a spectator. He’s always admired the “filter of beauty” that fashion applies to all of its expressions, he said, be it physical merchandise, retail or the runway. “I’m fascinated by that.”

That fascination is what led hi to expand in 2013 with Balich Bespoke, an offshoot of Balich Wonder Studio tailor-made for live event production for the world’s leading names in high fashion and jewelry. Alongside Dolce & Gabbana, Bespoke clients include Bulgari, Max Mara and Louis Vuitton.


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