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.