Events with an underground touch

beon. dazzles Redken, the American hair beauty product brand, with an underground touch for the ‘Redken Weekend 2020 Get Inspired’, in line with the brand’s new products aesthetics.

400 attendees between hairdressers and stylists met in an event whose main objective was to show the new product line and the training of the guests in the use and care of these products. In order to accomplish this, beon. chose Utopía 126, a modernist factory perfect to host this artistic project, which had boxing and urban style as main themes.

The event presented different hairdressing shows, a catwalk with latest trends in color and technique, and a dinner party to close the event.
beon. was in charge of the hotel and transfers logistics, the venue, the audiovisuals and stage design and production, and a modern decor in line with the brand image.

To achieve this special urban inspiration, decor elements such as a photocall with scrapped cars and different activations such as the presence of a tattoo artist, entertainment shows with fashion and dance performances, or a parade of artistic hairstyles. The decoration, activities, and the avant-garde air of the attendees endowed the event with that underground touch the brand was looking for.