L’Oréal Professionnel

L’Oréal Colour Trophy

Battersea Evolution

The Challenge

L’Oréal Professionnel approached EC once again to create an immersive brand experience for its annual Colour Trophy Grand Final. Within Battersea Evolution, our team of experts were tasked with transforming the large blank-canvas space into an experience that showcased some of the brightest hairdressing talents from across the country through bespoke staging and technical production.

Our Insight

Disrupting the traditional catwalk show format was crucial to providing a point of difference for this audience – immersing them in the world of L’Oreal wherever they looked.

Our Solution

Set in the round, we created a circular catwalk for the models to move amongst attendees and created an immersive guest experience. A luminous rainbow of vertical LED tubes shone out from a dense black drape background that housed the prestigious awards ceremony. Two high-impact LED walls took centre stage, delivering integrated digital content.

The Experience

More than 1,200 of the hair industry’s most prominent and successful figures attended the 2019 ceremony, hosted by television personality Mark Wright. Guests headed to the interactive selfie-station, decorated in neon LEDs, and danced the night away at the technicolour DJ booth. Sinéad Kelly London salon received the main award to a fabulous shower of bright confetti.

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Units B2 - B4
Galleywall Trading Estate
Galleywall Road
London SE16 3PB