By Gil Kaufman, with reporting by Christina Garibaldi
An aerial view of the 2011 Vma black carpet and pre-show stage under construction
Photo: John Shearer/Wireimage
Vma pre-show production designer Scott Storey didn't want to repeat his past triumphs when putting together his vision for the 2011 Vma pre-show, so he threw out the playbook entirely.
Rather than serve up the same-old same-old "step and repeat" entrance, where stars walk down a red carpet and pose for photographers in front of a wall with a logo and sponsor names, he came up with a series of giant undulating, rib-cage-like towers that would do something you'd never seen before. "I wanted something that would 'hug' the talent, to feel as if they are going, again, through a tunnel.