Jack Morton delivers innovative experience for Wella Professionals

Wella Professionals has collaborated with top colorists from across the globe to introduce them to a ground-breaking new product. The product was brought to life through an innovative and challenging brand experience for 20 top colorists at an exclusive location in Berlin on Thursday 29th November.

The brand experience and its graphic visual identity were created with Jack Morton Worldwide, the award-winning global brand experience agency. The brand experience was designed to allow the world’s leading colorists to explore new ways of thinking and set out to deconstruct conscious and physical approaches to creative expression. The immersive experience took them on a creative journey from deconstruction to liberation – known as the Deconstruction Project.

Laura Simpson, global marketing director, Wella Professionals, said: “We set out to introduce our new innovation through a unique creative experience. The Deconstruction Project achieved just this in a way that truly delighted our stylists and also challenged them to reach their creative best.”

The creative behind the experience had at its core the story of an ‘underground Berlin artist’, a character and a concept created specifically for the Deconstruction Project. In 1991 the artist, a visionary thinker, created the ‘Deconstruction’ movement. The Movement challenged and shocked, breaking down habitual behaviours, allowing realignment and artistic liberation. 21 years later, the artist once again opened his doors and invited 20 of the world’s most talented and curious colorists to extend the movement around the globe – the Deconstruction Project. The experience created a curious, unexpected and at times surreal and disorientating world which took the colorists on a journey through evolving theatrical and art installation-inspired spaces designed to catalyse creative thinking. They experienced the experimental and edgy, the emotive and delightful through pop-up theatre, active participation, free-play exploration and hands-on artistic creation.

Jeavon Smith, associate creative director, Jack Morton Worldwide said: “The Deconstruction Project explored creativity with no rules. The project was a unique opportunity to create an experience which shifted perceptions of creative thinking and what can be achieved in such an environment. It was a truly innovative experience, aligned with a revolutionary new product.”

Wella Professional’s new innovation will be more widely revealed in 2013 and will be available in selected salons as of May 2013.