Client
Schwarzkopf Professional

Locations
Los Angeles, Chicago, Austin, Denver, Nashville

Project Snapshot
I led design and production for LIFT by Schwarzkopf Professional, a multi-city hair show series built to energize the stylist community around the brand. Each event featured celebrity stylists and influencers, live hair demonstrations, Q&A sessions, and networking opportunities. My role spanned marketing, ticket sales, decor, audiovisual production, staging, entertainment, and activations tailored to each city and audience. The series launched across Los Angeles, Chicago, and Austin in 2024, and returned in 2025 with new dates in Denver and Nashville.

Creative Vision
The goal was to make LIFT feel genuinely different from a standard industry event. We sourced industrial and historic venues with natural light and a loft aesthetic in each city, giving the series a consistent visual identity without feeling repetitive. Decor and photo installations were designed to be repurposed across locations, keeping the approach both sustainable and cost-effective.

Key Highlights

• Distinctive Venues: Sourced and transformed industrial and historic spaces across five cities, each selected for natural light and a loft-like character that aligned with the brand aesthetic.

• Bespoke Photo Installations: Designed custom photo moments that were both highly shareable and built for reuse across markets.

• Live Programming: Curated demonstrations, celebrity stylist Q&As, and networking experiences that educated and connected attendees with industry leaders.

• Multi-City Execution: Managed seamless production across Los Angeles, Chicago, Austin, Denver, and Nashville, adapting to each venue and market in real time.