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A Feast for the Senses

Aveda Global Congress: 40th Anniversary

Aveda, a global cosmetics company specializing in natural and organic cosmetics, brings together 5,000 hairdressers and salon owners from their network together at the Aveda Congress each year. It’s here that Aveda can showcase the creativity of the most celebrated artists from around the world, and present visitors with the opportunity to learn about new products and techniques whilst networking with global peers. We had the honor of partnering on the brand’s 40th Anniversary Congress evening celebration themed, “Know What We’re Made Of”.

How We Got THERE

Aveda wanted the Evening Performance to inspire and educate their audience about the ethos behind the brand. Collaborating with Aveda’s Global Creative Director, Antoinette Beenders, our teams set to work devising and presenting a series of ground-breaking concepts that brought Aveda’s heritage of artistry and social responsibility to life through the foundational elements: Art, Science, Flowers and Plants.

  • Taking nature and the product ingredients as inspiration, we created drama and intrigue with holographic illusions through the clever use of projection and crafted content
  • Large-scale moving LED walls displayed immersive digital content
  • Design and installation of video and lighting, scenic design and build, HD projection and full content and presentation management
  • The pièce de résistance was an engineered headpiece featuring mechanical butterflies which began to move and fly off into the audience perfectly in sync with the onscreen content and accompanying soundscape and lighting design

Lasting Results

Attendees felt transported into the world of Aveda. They rose to their feet in a standing ovation celebrating the night’s memorable experiences. It was a purely educational and immersive experience for all, as almost 4,800 thousand salon professionals from 25 countries attended dozens of educational and inspirational opportunities.

And we were THERE.


To learn more about how we can elevate your brand experience, book a call with a Spiro experiential strategist.
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