House of Icons for John Frieda

The "House of Icons" event for renowned haircare brand John Frieda, took place at the vibrant Electric Studio in Soho. This two-day event took place to celebrate the enduring legacy of the iconic Frizz Ease serums, a staple in haircare routines across decades. The event paid homage to the eras when Frizz Ease first graced bathroom shelves, movie sets, and handbags, making it a cherished product for generations. The concept hairdressing space was meticulously curated to reflect the essence of Frizz Ease and its evolution through the years. The design featured a vibrant palette of orange, purple, and red, representing the three variations of the serum. These colours were seamlessly integrated into the decor, creating a visually striking and cohesive environment. To transport attendees through time, the event space was adorned with furniture and accents from the 70s, 80s, and 90s. Modular sofas and groovy lines were thoughtfully incorporated, evoking a sense of nostalgia and celebrating the styles of each decade. This fusion of retro aesthetics and modern elegance created an immersive experience that honoured the heritage of Frizz Ease while showcasing its relevance today. The space held bookable appointments for media and influencers to opt for a curated selection of styles through the decades as well as various influencer events that incorporated cocktail-making sessions. Meanwhile, the backdrop acted as a content engine for both the brand and attendees.