Client brief
The client wanted the Gala – the pinnacle of the three-day event – to be an unforgettable experience for its customers and to reflect its brand image. Its brief included these words: 'This Gala will be the key momentum to excite our customer and make them feel proud to be part of the prestigious Sassoon family'.
- Client: Exclusive pan-European product launch and gala for 175 Sassoon customers and potential customers.
- Event: Salon International is a three-day event with a product launch for Sassoon customers from across Europe, designed to strengthen their links with Sassoon Professional. The event was to include an elegant Gala dinner, the Salon International trade fair, Sassoon Academy shows, and an exclusive training seminar on Sassoon techniques.
- Season: October.
Our solution
Inbound Travel selected the hotel, venue and production scheme that best synchronised with, and reflected, the client's brand. The venue for the product launch and Gala dinner was London's famous Royal Exchange (pictured above and below).
This iconic neo-classical building provided a sophisticated backdrop for the minimalist look.
We organised all aspects of the event, including: audio-visual, lighting, staging, catering, flowers, travel, guides and hotel accommodation. The Gala dinner was laid out in the Imperial Table style, with a black and white block colour scheme and the use of visually appealing 'ghost seating'.
Travel was also arranged for guests arriving from numerous European cities. The Sassoon Academy shows and the training seminar were held at London's luxury Mayfair Hotel, where the group also stayed.