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.
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.
