the experiences

Challenge - Solidify the position of Goldwell as an international contender in hair color and color care products during the first ever Trend Zoom conference in Cancun, Mexico.  Launch the North American leg of an international competition and showcase two distinctive “style-worlds”. The caveat: transform one world to the next in plain sight of attendees without undermining the effect or message.

Insight - The quality, innovation and edgy style of an immersive experience can position a brand like Goldwell before a single word is spoken.  1,200 industry leading stylists and salon owners were enveloped into the world of Goldwell through well integrated on-site branding, three hair color fashion shows, education Look ‘n Learn seminar and finale celebration. These events, orchestrated by Feats, included scaffolding-based, staging that allowed for performance and product demonstrations with equal impact.   The transformation of the space became a theatrical element in itself as we evolved Industrial Soul into Nomadic Freedom, and provided the perfect platform for Goldwell international artists and North American guest artists to bring Trend Zoom 2007, the Reclaim Collection, to life.

Impact - “It’s amazing what transpires when aspiration, perspiration, hard work and good planning all meet together.” “…fantastic…best ever…exuberant”   Mario Argenti, President and CEO, KPSS, North America