November 25th, 2015
To launch Wella Professionals’ key hair trends for 2016, Wella partnered with global brand experience agency, Jack Morton Worldwide to create an innovative experience for a live and digital global audience of stylists and media. TrendVision 2015 took place at The Station, Berlin on Sunday 22nd November.
TrendVision premieres the latest hair trends from Wella and forms the finale of Wella’s International TrendVision Award (ITVA), which celebrates the best colorists and young talent in the industry. The live experience was designed to continually transform around the audience, as the catwalk design evolved for every show. Reflecting the Guest Artists’ dramatically different collections and taking the audience closer to Wella’s creative work (and creative process) than ever before.
The reveal of the 2016 S/S & A/W trends is a highly anticipated moment in the hair industry, inspiring stylists across the world and setting the agenda for the industry. For this reason, Wella TrendVision 2015 is a pivotal moment in Wella’s communication calendar, and this year saw the launch of a more fashion-forward and accessible approach to the trends.
The S/S Molten Ecaille and A/W Bronde Luxe trends were revealed in a dramatic live show, brought to life through a combination of dynamic staging and cutting-edge projection.
‘Wella TV’ formed a digital on-demand experience on Wella.com/live as rich content, combining live and as-live broadcasts, took the audience deeper into TrendVision. The content gave valuable insights into the creative process, showing the craft and inspiration behind the looks. Live streaming and pre-recorded content gave exclusive backstage access to Wella’s top stylists and guaranteed the best seat in the house for every catwalk show.
This wealth of moving image content, from short-form documentaries to full stage projection mapping, was created entirely in-house by Jack Morton.
Reiner Sauter, Wella Creative Director said: “This year was about opening Wella up: sharing our creative secrets with our colleagues to inspire and elevate the industry. By partnering with Jack Morton, we were able to create a truly inspirational experience for everyone, in Berlin and beyond.”
Further elements of the live experience at Wella TrendVision included a Sebastian Professional catwalk show featuring an architectural light installation, a 100 metre ‘Model Gallery’ giving close-up access to the final ITVA looks, live hair workshops with leading stylists, interactive installations that unpacked the trend stories and an immersive red carpet experience.
Jeavon Smith, Creative Director, Jack Morton Worldwide said: “Wella create a rich and inspirational vision for future trends. Our idea was to unpack all that creativity: going behind the scenes; showing the inner workings and curating a collection of editorial moments on the catwalk that form a rich, immersive experience both on and offline.”.
To experience TrendVision and get closer to Wella visit Wella.com/live
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About Jack Morton Worldwide
Jack Morton Worldwide is an award-winning global brand experience agency. We believe brands need extraordinary ideas that create emotional connections, fuel conversations and deliver business results. For more than 75 years, we have brought brands to life through event marketing, promotional marketing, sponsorship marketing, digital, social and mobile, and employee engagement. Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at www.jackmorton.com or @jackmorton.