Celebrity hairstylist Andrew Fitzimons wanted to celebrated the launch of his new haircare line with a star studded event. We took over the rooftop of legendary automotive museum The Petersen. Guests we treated to specialty sushi appetizers, custom cocktails sponsored by 818, and a pink and red lit dance floor. We created giant props in the shape of the products themselves to kit out the photo booth and create a highly sharable moment. Ash K Holme, Kourtney Kardashian, and others enjoyed an exclusive VIP area. We created a faux 90s grunge bathroom performance installation with models modeling the hairspray as though they were getting ready with their girls in the bathroom at the club- voyeurs watched them from the other side of the glass.

For this one, I was senior producer and creative director- assembling the vision for the event.