Aveda Congress 2018, The Evening Performance ‘’The Art and Science of Pure Flower and Plant Essences”

25.03.2019 19:38

To mark Aveda's 40th anniversary, Blitz, a GES Company, delivers a stunning, immersive experience for their 2018 Congress. 

Event: Aveda Congress 2018, The Evening Performance ‘’The Art and Science of Pure Flower and Plant Essences”
Venue: Minneapolis Convention Centre, USA

The brief 
Aveda Congress is a four-day event held every two years, attracting 5,000 visitors from the global Aveda network from hairdressers, salon owners, international press to the Estee Lauder group’s CEO Fabrizio Freda. The Congress showcases the creativity of the most celebrated artists from around the world, presenting visitors with the opportunity to learn about new products and techniques whilst networking with global peers. 

To mark the brand’s 40th anniversary Aveda wanted The Evening Performance to educate their audience about the ethos behind the brand. We were briefed to present memorable live event concepts that captured the brand’s devoted mission to the planet shown through the story elements of Art, Science, Flowers and Plants that are also the foundation of Aveda. Inspiration was taken from Aveda’s history and beliefs around sustainable beauty and translated into a theatrical content-rich presentation. 

Through the theme of Know What We’re Made Of, Aveda’s new campaign objectives were to cultivate a deep sense of connection to Aveda’s heritage of artistry and social responsibility in their visitors’ minds.  

What we delivered 
After receiving ambitious mood boards of ideas and inspiration from Aveda’s Global Creative Director, Antoinette Beenders, our teams set to work devising and presenting a series of ground-breaking concepts that brought the ideas to life in a live environment.

We delivered onsite AV and technical production for the event’s main plenary and evening theatrical performance, the highlight of the conference, including the design and installation of video and lighting, scenic design and build, HD projection and full content and presentation management. 

Taking nature and the product ingredients as inspiration, the production created drama and intrigue with holographic illusions through the clever use of projection and crafted content. Large-scale moving LED walls displayed immersive digital content. The pièce de résistance was an engineered headpiece featuring mechanical butterflies which began to move and fly off into the audience perfectly in time with the onscreen content and accompanying soundscape and lighting design. 

The results 
A standing ovation and memorable show which enthused and excited the audience. The client was delighted with how the event went and the feedback was tremendously positive. We captured several visitor reactions including the following:

“I thought that the show was totally immersive and that’s what I appreciated most about it. Every single aspect, from the music, to the lighting, to the visuals. I mean you felt like you floated away and would never land. The video was amazing. It made me feel like I was somewhere else.”

“The main thing I’d take away from this evening’s performance is the vivid colour – the way that we felt we were almost in the screen - in the flowers, in the whole experience.”

“I think you brought LED to a new level with video.”

“I thought the performances, the lighting, the graphics and everything was stunning.”

What the client said 
“The event went extremely well. It’s been a true joy working with Blitz. Their full heart went into the job and I couldn’t have wished for anything more honestly. I can’t thank you guys enough. You guys did an amazing job. You were there all the way from the very beginning to the very end, till midnight. And the work was beautiful. Absolutely beautiful.”

Antoinette Beenders, Global Creative Director, Senior Vice President of Creative – Aveda  

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