JOICO Structure

About This Project

Pop culture meets sixties-style revival – The Ivy Penthouse in Sydney was transformed into a UK-themed counterculture den for the launch of JOICO’s hair care and styling range, Structure. Direct from London, special guest Gianni Scumaci, JOICO’s international vision director, introduced the new products to hair and beauty industry professionals surrounded by bowler hats, Union Jacks and sixties’ sounds  (think: Vidal Sassoon more than Austin Powers). A photo booth (props supplied) for candid Polaroids completed the vibe and guests were invited to enter a raffle to win an Alexander McQueen leather clutch. HUSH secured high-profile media interviews for Gianni with Woman’s Day, MiNDFOOD, Body+Soul magazine, Primped website and Culture TV. Mojo restored.