Colombian singer Shakira after the news conference at Vasiliyevsky Slope, Moscow
Photo: Ilya Pitalev
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The Soft-Boiled Concert
Having transformed a three-letter logo into an egg in a re-branding effort, Russia’s cellular giant MTS staged past weekend a visual presentation of that egg in the scenery of Vasiliyevsky Slope, the Red Square. A concert of Colombian singer Shakira and Black Eyed Peas lured a crowd of roughly 20,000. Between the songs, the audience took pleasure in sending short messages displayed at big plasma panels.
No money could have bought the VIP status for that concert in the Red Square, as no tickets had been sold to the VIP box. Absolutely free-of-charge but invited by the MTS management, the VIPs enjoyed a number of benefits, ranging from being checked by a separate metal detector to entering a tent with snacks and spirits.
The list of VIP guests was up to the mark. The MTS concert lured Russia’s Vogue Editor-in-Chief Alena Doletskaya, fashion designer Igor Chapurin, National Reserve Corp. General Director Anatoly Danilitsky (accompanied by singer Slava. "I'm Nastya actually," Slava said in a soft voice), State Duma Deputy Alexander Lebedev together with his son Yevgeny, Xenia Gorbacheva, Pleiades Group owner Alexander Shustorovich, World Class chief Olga Slutsker, Polina Deripaska (wife of Bazovy Element CEO Oleg Deripaska), TV host Xenia Sobchak and others.
The girls from t.A.T.u didn’t sing for long, to the greatest disappointment of the guests. But the appearance of Colombian singer Shakira prompted Igor Chapurin to perform a highly expressive dance with Alena Doletskaya. Having warmed up by Shakira, the very important celebrities were all attention by the time of Black Eyed Peas. With luminous eggs in hands, the high society was dancing to the strains of hip-hop almost like ordinary mortals.
www.kommersant.com
All the Article in Russian as of July 24, 2006
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