Craft the Future
“Passion for hair can be expressed in many different ways and knows no boundaries. The individual strengths for cut, color or style can be expressed through the different categories of the awards.” This was stated in the award documents.
VAGEDES & SCHMID was responsible for the overall concept, planning and implementation of the awards ceremony. The main focus here was on the artistic staging of the winner announcement and award ceremony on stage. The core task also included the organizational and creative handling of the Schwarzkopf partners Planity, Calligraphy Cut, ImSalon and Great Lengths.
“Fantastic staging” was the briefed focus! After a spectacular opening with a flash mob, dancers accompanied the winners to the stage one after the other with their own performance for each category. There they were received by presenter Jeannine Michaelsen and the laudators. Impressive musicians, the use of pyrotechnics and audio-visual content sparked an enthusiastic cheer from the audience each time.
For the 600 guests in total, the motto later was: “Party on!”. A variety of culinary experiences were offered at live cooking stations, while creatively designed, interactive photo stations invited guests to capture unforgettable moments.
The photo series submitted in advance by the nominees were exhibited by us in an elaborate photo production within the entire location. This allowed the participants to immerse themselves in the world of their breathtaking creations right from the start.
- Client
- Henkel AG & Co. KGaA
- Briefing
- Conception, implementation and realization of a Schwarzkopf Professional Award including entertainment program for 600 participants
- Location
- Estrel Congress Center, Berlin
- Specials
- In 2022, the Hairdressing Award took place across national borders for the first time. Despite a large number of categories, the aim was to design an entertaining award ceremony
- Event type
- Special Nights
