Blurring the boundaries between creativity, communication and activation, Machas's mission is to give shape to your vision and to inspire people.
Imagine to enter one of London’s most famous venues and see it transformed into a fun fair. Imagine to join a Photo Booth with Ellen Von Unwerth or spin the Wheel of Fortune with model Karlie Kloss. Imagine that each attraction is hosted by a luxury brand to raise substantial funds for a worthy cause. This is not a fantasy but supermodel Natalia Vodianova’s yearly Fabulous Fund Fair.
Vodianova is not new to charity work, quite the contrary. In 2004, she set up The Naked Heart Foundation to help Russian children with special needs. The charity provides support to children who face an ostracism so dire that Humans Rights Watch reported that “nearly 30% of all children with disabilities in Russia live in state orphanages where they may face violence and neglect”.
The Fabulous Fund Fair took place at the Old Billingsgate Market in London and, together with the Love Ball in Paris, is the charity main fundraiser. Machas and illustrator Simone Massoni were invited to join Fendi’s live drawing attraction and we were absolutely delighted to give our contribution to the cause.
As the guests began to arrive at the venue, a discreet queue started to form around the Artist’s table. One by one or in couples, the guests sat on the couch ready to be transformed into Simone’s elegant yet quirky characters.
A quick and attentive glimpse at the protagonists of the drawing, and Simone’s precise and skillful gestures would do the rest. The images were quickly appearing on the crisp white sheets of paper, while the protagonists were amazed by the spectacle taking place in front of their eyes. Each drawing took about ten to fifteen minutes to be completed and the protagonists recognising their features, style and aura, always left the couch with a broad smile, holding their portrait as if it was a long-treasured possession.
The Fendi’s live illustration attraction was so popular that Simone drawn well past midnight - and as the venue began to close its door we had to turn some guests away.
The Fabulous Fund Fair raised £850.000 to develop support services for families raising children with special needs. Both Machas and Simone were delighted to took part in achieving this exceptional goal.