The TRESemmé Style Studios Experience @ New York Fashion Week: February 2025

Event Synopsis:

After five consecutive seasons of producing TRESemmé’s New York Fashion Week activations, it was time to reimagine the experience from the ground up. Partnering closely with the client, we transformed the TRESemmé Style Studios into a fully immersive, content-driven environment that brought the brand’s A-List campaign to life in bold, sensory-rich ways.

Hosted at Lume Studios in Soho, the experience immersed guests in a 360° projection-mapped world of light, movement, and sound — turning every corner into a visual extension of the campaign. Guests enjoyed personalized dry-styling appointments with celebrity stylists, interactive product discovery zones, and shareable photo moments that captured the spirit of Fashion Week.

Every detail was designed for delight — from branded macarons and chocolates to custom matchboxes and signature cocktails by BTL SRVC, a Los Angeles–based partner supported by TRESemmé following the wildfires. The result was an elevated, editorial-level experience that was celebrated internally as “the best salon TRESemmé has ever done,” setting a new creative and experiential benchmark for the brand.

Highlights:

• 360° Projection-Mapped Environment that transformed the venue into an immersive campaign world
• Celebrity Stylist Appointments offering personalized dry-styling sessions
• Interactive Product Discovery and high-impact content capture opportunities
• Signature Cocktails by BTL SRVC and branded sweets that elevated the guest experience
• Custom TRESemmé Keepsakes including matchboxes, chocolates, and branded macarons
• Recognized by TRESemmé Leadership as the most successful salon experience to date

Key Responsibilities:

• Client Leadership: Managed all client communications, creative alignment, and approval processes.
• Executive Production: Oversaw end-to-end production, vendor coordination, and inter-agency collaboration.
• Salon Oversight: Directed all onsite activations, managing stylists, staff, and guest flow.
• Custom Booking Platform: Developed and maintained a digital reservation system for appointments and VIPs.
• Partnership & Compliance: Served as primary liaison with IMG to ensure NYFW sponsorship compliance and brand integration.
• Operational Management: Supervised logistics, budgeting, and onsite delivery for seamless execution.
• Creative Stewardship: Ensured every element reflected the A-List campaign’s vision and TRESemmé’s elevated brand standards.