Alex Carvalho
DIGITAL DESIGNER & ART DIRECTOR
ALL
ALL
L'Oréal
Elnett / Vogue Fashion Night Out
CATWALK EXPERIENCE
Experience in Vogue Fashion Night Out (Lisbon) for L'Oréal Elnett product.

THE BRIEF

Develop an experience concept for the Elnett space in Lisbon's main fashion avenue, an outdoor area in prime location.

ABOUT THE BRAND

Elnett is L'Oréal Paris' most iconic brand, with over 5 decades of style, the gold can has always been at the heart of great style.

SOLUTION

Hair spray is perceived as something our grannies use, and not hip at all. The approach this barrier, a concept was created: 'Elnett - it's only old-fashioned inside your head' and senior women promoters, in very fashionable hair and clothes, would be the face for this experience, interacting with passing women and inviting them to change their hair style for free.

The space, conceived as a cat walk experience, would allow women to go in, have professional hair designers work on their hair, and then exit through a lit-up runway, whilst their friends would be sit and waiting for them. A professional photographer, experienced in Fashion shoots, would also be there, taking snapshots of the 'amateur' fashion show, which then would be posted on the brand's Instagram.

This experience was a huge success, and later replicated in other events (e.g.: Portugal Fashion Week); the client-side Manager expressed his happiness by congratulating the agency and classifying this as "the most successful event the brand had done in over 5 years".

SKILLS USED IN THIS PROJECT
Concept & Ideation
Art Direction
Experiential & Events
3D Modelling