John Frieda 25 Anniversary Event set design

Concept and design for anniversary event by My Beautiful City to celebrate the 25th year of John Frieda hair products brand.

The concept evolved around ‘transformation’ as a journey through past, present and future. The linear route marked with a long signature purple carpet to the luxurious ballroom of London’s Claridge’s hotel included three consecutive spaces. On entry was a grand gallery of past iconic imagery in gigantic light-boxes, sitting behind bespoke translucent walls with windows ‘to the past’, lit up in purple hues.

This was followed by a ‘transformation salon’ between the past and the future- a small salon space where the JF hair stylists gave the guests new hairdos or touch-ups on their hair. Raised on a it up floor the space tied together futuristic elements with antique style furniture.

The light-floor then formed a catwalk directly from the salon that ran across the main ballroom as ‘one enters the future’, ending in a 14m x 4m infinity style mirror installation. The bespoke angular mirror wall symbolized the continuation of their journey for many more years to come. Inside it sat a DJ booth and various hidden product display enclaves behind two-way mirrors, so the products are only visible when the light is on behind the mirror surface.