Redken Symposium Grand Opening | Mandalay Bay, Las Vegas
Redken is an American hair care brand owned by L’Oréal Group under the Professional Products division, and is the leading professional brand in the US. Pioneering the “Scientific Approach to Beauty”, Redken is a trendsetting fashion brand and is a global leader in professional haircare products and services. The company is energised by talented people, strong partnerships with the best hairdressers, and superior Research and Innovation. Redken products are only available in professional beauty salons in over 50 countries.
Redken Symposium is Redken’s largest 4 day education seminar held every 2 years at the iconic Mandalay Bay Resort and Casino in Las Vegas where thousands of salon professionals are empowered to ‘learn better, earn better, and live better’ at Redken Symposium industry-leading education classes taught by top Redken Artists, Educators, and Brand Ambassadors.
The event was kicked off with the Grand Opening, a hour long show held in front of an audience of over 8000 people at the Mandalay Bay Arena featuring vignettes of 5 characters in New York (highlighting Redken 5th Avenue roots) after the sun goes down. Each vignette was uniquely themed with original composed music, visually through specifically designed, moving video backdrops on 3-dimensional LED monoliths, lighting and set design, and stylistically through hair, fashion and performance. The 5 vignettes were Speakeasy, Punk Rock, Burlesque, Rap Battle and EDM Rave.
Working with each vignette, Del created choreography on 2 stages in the arena for 20 dancers in styles of dance corresponding to each vignette. These included Lindy Hop, Commercial Dance, Burlesque, Hip Hop / Breakdance and House Dance. Del was also in charge of over-seeing and integrating all 76 Redken models on their themed model walks as well as guest talent performances which included a juggler, a hand balancer, aerialists and the world famous fire artists called the Fuel Girls.
The event was a winner in 3 categories including Conference of The Year, Consumer and Media Event of The Year and Best Brand Amplification at the prestigious C&IT (Conference & Incentive Travel) Awards hosted at the Hilton Park Lane