For the launch of a new haircare product range called ‘Absolut Repair Molecular’, L’Oréal Professionnel Paris organised an ambitious wrap-around event for key press and influencers. We were brought on to work on the animated content for the event – projection-mapped in immersive art gallery Frameless London.

Initially the audience are brought through the entrance of the venue, past a range of LED screens mapped around two escalators, a foyer, mezzanine and lobby. This content was kept bold and graphic, with a black and white colour palette and key brand logos to own the event.

Once inside, viewers could visit two gallery spaces. Gallery 1 showcased a 114-year timeline with imagery from L’Oréal’s archives displayed across floating translucent projection panels, before unveiling the latest technology and testimonials that support today’s product launch.

“ThIS IS SOME OF THE BEST CONTENT WE HAVE EVER HAD PROJECTED IN OUR galleries.”

– SimON KENTISH, CO-FOUNDER FRAMELESS

“geniuses! the most patient, prepared and creative team.”

– gina garbutt, SENIOR COMMUNICATIONS SOCIAL AND ADVOCACY MANAGER, L’ORÉAL PROFESSIONNEL

The second gallery space was a full 360º immersive projection onto four walls and the floor. This edit was led by the music and theatricality of the space, with hi-tech grids and maps juxtaposed against fluid textures and high-key fashion shoot footage.

The overall event brought to life the innovation, technology and style that underpins L’Oréal as a brand and Absolut Repair Molecular as a product range. Social media content captured on the night rippled out across hashtags, influencer profiles and official brand pages, with a reach of over 20 million views.

“I LOVE THE WAY YOUR BRAINs WORK!”

– ANN-MARIE HUMPHREY, L’ORÉAL PROFESSIONNEL UK & IRELAND