Anticipating the launch of new Pantene products, Procter & Gamble tasked Revolution to create a high-end salon made to travel to some of the top entertainment events. Because they had never activated at a music festival (ever!), the brand was focused on providing unique experiences that would generate social posts organically from and for the right audience. The 2019 “Festival Hair” tour visited 6 festivals from April to September: Coachella, Stagecoach, Bunbury, Firefly, Lollapalooza, and Music Midtown.
Experience
Challenged to design an architectural abstraction inspired by the fluidity of hair, while also ensuring each asset could travel thousands of miles, Revolution blended aesthetics and engineering into one stunning tent. The final product was an oasis that left guests with an eye-catching hairstyle and generated buzz around the festival grounds, making Pantene’s build a must-see.
Golden Goals
17,073
Total Guests
8,502
Braids Created
18,966
Samples Distributed
Style Central
Six professional hairstylists with experience in all hair types were tasked with giving each guest a killer hairstyle that lasts all day and night. The stylists utilized the new line of Pantene products, educating guests on how amazing the products are while working on their ‘do.
Dripping in Gold
To generate awe-inspiring and instagrammable moments, we created a gold sculptural centerpiece and a gold 3D crystal wall that was featured time and time again in guest photos. The sculptural piece also doubled as an accessory ‘fountain’ where guests could put the finishing golden touch on their hair after their professional styling.
