John Frieda25 Gala

John Frieda 25 Gala

Concept and design for anniversary gala produced by My Beautiful City to celebrate the 25th year of John Frieda brand.
Helen Sirp Art Direction Styling & Set Design

The concept evolved around ‘transformation’ – a journey through past, present and future to the infinite. The linear route marked with a long signature purple carpet to the luxurious ballroom of London’s Claridge’s hotel included three consecutive spaces.

On entry the first hall revealed a grand gallery of past iconic imagery in gigantic light- boxes, sitting behind bespoke translucent walls with ‘windows to the past’, lit up in purple hues.

This was followed by a ‘transformation salon’ between the past and the future- a small salon space where the JF hair stylists gave the guests a hair makeover. Raised on a it up floor the space tied together futuristic elements with antique style furniture.

Helen Sirp Art Direction Styling & Set Design
Helen Sirp Art Direction Styling & Set Design
The light-floor formed a catwalk directly from the salon that ran across the main ballroom as one ‘enters the future’, leading to a 14m x 4m infinity style mirror installation. The bespoke angular infinity mirror structure symbolized the continuation of their journey for many more years to come. Inside it sat a DJ booth and various hidden product display enclaves behind two-way mirrors, so the products would only be visible with the interactive light display.
Photoography: Dave Benett, Helen Sirp