For a makeup launch event for the brand Schwarzkopf got2b, STAGG & FRIENDS created a concept aimed at the target group with a striking stage design. The event and its setup allowed individual experiences, perspectives and content for the invited influencers.
The basis of the concept was the decentralised, colourful stage design, which was situated in the interior courtyard of a Berlin hotel. The surrounding rooms with a view of the interior courtyard became loges. Apart from the guests right by the stage, others followed the events live from the rooms and produced their own content from above. This resulted in various content streams running in parallel that achieved a wide reach into the relevant target group through the channels of the brand and the influencers.
During the event, special features of the makeup line were explained, those involved were interviewed, the product display was revealed and makeup tips were provided by the makeup artist Nina Park. True to the motto “Makeup is what you make of it”, everyone could help themselves to the products and try them out in a casual party atmosphere. Like the products themselves, the catering was primarily vegan and in keeping with the spirit of the times. Ana Kohler and Wincent Weiss as a highlight act provided the musical backdrop.
The greatest challenge of the event was posed by the setup. As it was originally supposed to be followed mainly from the hotel rooms due to the situation, the stage design was planned vertically instead of horizontally and at 360 degrees. At short notice, the guests were also able to participate live in the interior courtyard and take advantage of the optimal sitting provided by the 3D setup.