A CREATIVE STUDIO
FROM BERLIN
© 2025
Goldwell
"Transformania"
A Brand World Built to Play
From naming and identity to spatial design and custom styling setups, we crafted Transformania as a full-sensory experience. The space blended salon and set—built to inspire creativity, spark collaboration, and deliver scroll-stopping content at every turn.
A Creative Playground, Not a Classroom
Day 1 combined panels and keynotes with plenty of space to connect, explore, and try things out. Stylists weren’t just sitting back—they asked questions, explored freely, and made the space their own.
Transformations in the Spotlight
On Day 2, stylists teamed up to create bold, expressive looks—and saw their work captured in its best light. With support from a full professional photo and video crew, each transformation was shot in a custom-built studio environment, turning raw creativity into high-impact, social-ready content.
Across two days, stylists produced hundreds of real-time, high-quality content pieces—fueling Goldwell’s social presence and energising its global network. Organic mentions spiked, reach extended across earned and owned channels, and the event sparked meaningful engagement beyond the room. More importantly, Transformania gave stylists the tools to grow their voice, and gave Goldwell a scalable model for content-led education.
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