24-1029 KAO 2403

Goldwell

"Transformania"

Brand Activation / Community Marketing / Education / Social Content / Beauty
Goldwell Transformania Event
What happens when hair meets hype and IRL meets social? You get Transformania, a two-day, content-first experience that turned Goldwell stylists into storytellers. We combined digital strategy with hands-on creativity, transforming a Berlin gallery into a workshop-meets-playground designed to teach, inspire, and scroll.

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.

Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event

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.

Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event

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.

Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event
Goldwell Transformania Event

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.

"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
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