Client: GHD
Agent: Another A Story
Event: GHD Duet Blowdry Product Launch
Date: 10th July 2024
No of guests: 250-300
Venue: Illuminate
What was the event brief & objective?
Brief: To drive breakthrough social buzz and awareness globally for the new GHD duet blow-dry tool and campaign – the next GHD NPD following the record-breaking launch of duet style – via a social-first event &/or consumer experience that has never been seen before.
Objective: Celebrate the launch of the new GHD duet blow-dry with a consumer experience that offers styling demos for consumers for limited day/s, but that hosts the global launch party also.
Theme: Modern-artistic take to the ‘lab’ environment, infused with oval shaped elements, creating a strong product connection.
Why was the Science Museum chosen for your product launch?
Predominately because of the theme! We thought the Science Museum was the perfect venue for a party focused on the newest tech/scientific innovation of the brand.
What sort of experience did you want to create for guests and influencers?
A consumer experience that offered different interactive points throughout the space, as well as a party. Every build needed to be a photo opportunity in itself, everything needed to be Instagram worthy! This included a lounge area, styling demos for consumers, a stage for speech and performances and an entire lab display for testing the product.
How did you choose which space at the museum you wanted to use?
The main colours of the event were white and silver, and we were looking for a blank space, so there was no debate when we chose Illuminate.
How did the Energy Hall and Illuminate work for the launch?
The high ceilings of the Energy Hall allowed us to hang a 20m high banner which was incredibly impressive when guests first walked into the museum. No other venue or space would have allowed for such a huge build to take place. Illuminate just worked so well because of its blank canvas nature and neutral colour scheme. We could do what we wanted with it.
Who were your catering and AV partners? Did they create anything bespoke for the event?
Catering: Moving Venue provided hot and cold canapes, followed by two dessert options, which followed a black and white theme. Black pearl (milk chocolate and passionfruit mousse) and white pearl (whipped crème fraiche vanilla ganache and a strawberry centre) desserts were circulated among guests with the creations perfectly aligned with the events aesthetic. Two signature cocktails were served on arrival – a lychee and rose martini and spicy margarita. To close the night, guests were treated to a bespoke salted espresso martini with the GHD logo embossed in chocolate to add a personal, branded touch. Staff were dressed in lab coats, adding a unique, scientific vibe to the event.
AV: White Light handled all of our vinyls and light / LED screens in the venue, and they also rigged to the ceiling our 20m high banner in the Energy Hall. We had multiple production elements built from our external scenic supplier, including a lab wall, lab counter, stage, styling stations, fan wall, glambot camera and backdrop, and a paparazzi photoshoot step and repeat. We even showed the England vs Netherlands football game!
What feedback did you receive from guests?
Everyone loved the party and thought the venue perfectly suited the theme of the event. There were so many elements in the space which meant guests had so many opportunities to create content and we saw so much of it on social media. The banner at the entrance was definitely the biggest WOW moment.
Client testimonial:
“The Science Museum, and specifically Illuminate, was the perfect venue for the GHD Duet Blow-dry launch. It was just what we were looking for and the space adapted perfectly to all the photo opportunities we brought in. Jenny and the team from the museum have been super helpful from day one and supported us with every small request we could possibly have, making it a much smoother build up to the event. We are incredibly happy with the turnout of the event and the feedback we received from guests. It was indeed a night to remember!”
