Salon International is October’s must visit hairdressing exhibition at Excel London and has around 40,000 hairdressers visiting the show over 3 days.

This was 4th time I had project managed the ghd exhibition stand. As part of the ghd strategy we wanted to be more present where stylists are, and had the brief to build a stand that was able to be reused at multiple events and exhibitions.

Another layer of complexity was that we were to exhibit with our new Coty family, with all brands sharing a space.

My main objectives for ghd were;

  1. To bring the ghd brand and products to life
  2. To have an area for stylists to discover the Nocturne collection
  3. To retail ghd products
  4. To inform the stylists about the new @ghdhhairpro Instagram

I worked with the ghd in house designers to brief in the elements, then pitch this is to agencies to build the stand. The brand is about luxury retailing that is desirable to both salons and stylists. We needed the stylists to be able to pick up and use the products in trial and demonstrations areas as well as understand the products science and technology.

To bring the stand to life we had a shared stage with Sassoon, Wella and Patrick Cameron where ghd showcased the latest Infinite Styling Collection – Style Style Style again on stage.

The final element of the stand was the beautiful infinity room. This is where the gorgeous Nocturne Collection was displayed, you could also take the ultimate selfie in the infinity room. It allowed you to see multiples of yourself and a great way to share your ghd love on @ghdhairpro


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