EVENT: UMBERTO GIANNINI LAUNCH

Jul 31

Situation:

Following successful Dreamy Waves launch events in the UK and Europe, leading British haircare brand Umberto Giannini partnered with Movement Agency to introduce its wavy product range to the Australian market, localising the global creative direction.

Working with an established brief, we reimagined the Wavy Dreamworld for a launch event in Sydney, introducing bespoke creative elements that would resonate with local key opinion leaders. Hosted at The Team Room QVB, the space was transformed into an enchanting, pink wonderland inspired by the Dreamy Waves collection.

Guests were welcomed with a bespoke Umberto Giannini inspired cosmopolitan before enjoying a liver harp performance and a high tea experience. As an interactive experience, attendees took part in a vintage cake decorating workshop while discovering the Dreamy Waves haircare range.

Strategy:

Movement Agency evolved an already successful concept into an experience that felt uniquely Australian while remaining true to Umberto Giannini’s global identity. Rather than completely replicating the UK and Europe execution, we built upon the creative direction by introducing new interactive moments designed to engage attendees.

The vintage decorating cake workshop encouraged guests to spend more time interacting with the brand while creating content that felt authentic, resulting in more social coverage than a traditional launch event. Styling was carefully considered with pink blush tones and drapery, designed to reinforce the range’s dreamy aesthetic.

The guest list was strategically curated, with a focus on beauty, curly and wavy hair creators who aligned with the brand, ensuring that element of authentic storytelling.

Services Provided: