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The TRESemmé Style Studios @ New York Fashion Week: September 2023
Date
September 2023
Location
New York City
Role
Co Producer, Client Lead, Onsite Manager
Budget
$525k
Audience
Editors, Influencers, Consumers
Attendance
3,750 Guests
Industry
Fashion, Haircare, Lifestyle
Client
TRESemmé
Event Synopsis:
At the heart of New York Fashion Week, TRESemmé’s “Designed to Defy” salon became a destination for style, creativity, and self-expression. Guests stepped into a vibrant, immersive space where they could experiment with their look, capture shareable moments, and feel like stars for the day. From celebrity-stylist-led stations to curated content capture zones, the salon offered a multi-sensory journey that brought TRESemmé’s campaign narrative to life.
Each day unfolded like a story: influencers, celebrities, and Bravo-lebrities explored the space, students from IMG College received a special walkthrough, and guests sipped hair-healthy beverages while engaging with runway-inspired experiences. Live-streamed shows and a lively daily happy hour amplified the excitement, while personalized gift bags and over 850 videos captured the moment for lasting impact. Strategic location, meticulous design, and carefully orchestrated programming drove attendance from 1,047 to 3,668, doubling the previous season’s metrics and cementing the salon as a must-visit NYFW experience.
Highlights Included:
• Celebrity & Influencer Styling Stations: Hands-on hair transformations with top stylists.
• Immersive Content Zones: Guests captured shareable moments throughout the salon.
• Runway Activation: Live-streamed shows and interactive experiences amplified engagement.
• Daily Happy Hour: Energized the space, keeping the salon at maximum capacity.
• Personalized Takeaways: 200 curated gift bags left guests with memorable keepsakes.
Key Responsibilities:
• Event Co-Production: Conceptualized, produced, and executed the full salon experience.
• Staff & Onsite Oversight: Directed all staff to maintain flawless execution across stations and lounges.
• Onsite Management: Managed logistics, handled escalations, and solved real-time challenges.
• Custom Booking System: Designed and maintained VIP reservation platform and appointment tracker.
• Catering Management: Curated refreshments to complement the elevated experience.
• Brand Alignment: Ensured all elements reflected TRESemmé’s Fluid campaign and NYFW standards.
• Brand Partnership Lead: Managed collaborations between UEG and IMG to optimize sponsorship and operational success.
