In a departure from its usual approach, Wella wanted to involve the crème de la crème of its hairdressing community in the process of defining next year’s hair trends from the very beginning.
We were invited to provide strategy, concept and creative direction for a two-day symposium for 21 of Wella’s top international stylists to kick off the trend-building process for the year ahead.
The challenge was to create the necessary inspiration and tools for the participants’ unusual task: Storytelling workshops, inspiring talks, thematic city walks, unexpected dinners, guerrilla art, local food art and thematic shuttles.
Our approach: Berlin is the setting and the stage for the trends that are developing. Every aspect of the participants’ stay is linked to vivid facets or characters of the city that reflect in an original way the directions given to the participants as a starting point.
Client: 029 for Wella
Services: Concept, Destination Management, Production
Location: Berlin, Germany
Photos: own