Client
Schwarzkopf Professional

Location
Los Angeles, Chicago, Austin

Project Snapshot
I led the design and production of LIFT by SKP, a multi-city hair show series aimed at building community and excitement around Schwarzkopf Professional’s brand. Each event featured celebrity stylists and influencers, offering attendees opportunities to see live hair demonstrations, participate in Q&A sessions, and network with industry leaders. My role encompassed everything from marketing and ticket sales to decor, audiovisual production, staging, parties, entertainment, and unique activations tailored to the attendee demographic.

Creative Vision
To differentiate LIFT by SKP from competitors, we worked closely with the client to create an event experience that felt fresh, inspiring, and on-brand. Key to this vision was selecting unique industrial and historic venues with natural light and a loft aesthetic, which provided a distinctive backdrop for the shows. Sustainability was also a priority, with bespoke photo opportunities and decor elements designed to be repurposed across cities.

Key Highlights

• Unique Venues: Sourced and transformed industrial and historic spaces in Los Angeles, Chicago, and Austin, ensuring each location had natural light and a loft-like feel that aligned with the brand’s aesthetic.

• Bespoke Photo Opportunities: Designed custom photo backdrops and installations that were both Instagram-worthy and sustainable, repurposing elements across venues to reduce waste.

• Immersive Experiences: Curated live hair demonstrations, celebrity stylist Q&As, and networking opportunities that engaged and educated attendees.

• Nimble Problem-Solving: Addressed challenges in real-time, ensuring seamless execution across all three cities.

Impact & Results
LIFT by SKP successfully built buzz and community around Schwarzkopf Professional’s brand, with each event leaving attendees inspired and connected. The unique venues, bespoke activations, and sustainable approach set a new standard for hair shows, earning praise from both the client and attendees.