In the Crossover category — reserved for events that seamlessly unite product launch, brand experience, and content creation — Alert Agency took first place with the Syoss Relaunch Event, a multisensory world that embodied the full intensity of the brand’s new identity.
The event also earned the Best Product or Service Launch award, recognising its creativity, immersive execution, and effectiveness in bringing the brand’s vision to life.
To bring the new Syoss identity “You, Intensified” to life, the team created The Black World, a fully custom-built environment inside an empty industrial space. Five sensory rooms guided guests through scent, sound, visuals, touch, and taste — from a Syoss‑fragrance projection room and a pitch‑black ASMR tunnel to an immersive visual galaxy, tactile light‑beam totems, and a Japanese‑inspired dinner. Every detail, including a bespoke Syoss scent developed with a perfumer, was designed to mirror the intensity and premium aesthetic of the new brand platform.
The production required transforming a raw venue into a controlled, technically complex experience in just 48 hours. Each room demanded isolation, custom AV setups, scent machines, directional audio, and precise flow management. Before the event opened, brand ambassadors used the space as a content studio to film professional reels, while hostesses guided guests through the journey to ensure smooth transitions and zero bottlenecks. The result was a seamless blend of brand storytelling, sensory immersion, and high‑value content creation.
The event delivered exceptional impact: over 100 organic influencer stories, 900,000+ views on ambassador reels, strong TikTok reach, and more than €17,000 in earned PR value. With minimal waste, rented scenography, and reusable black branding elements, the production balanced bold creativity with responsible execution — proving that a premium, high‑intensity brand experience can be both sustainable and unforgettable.
Learn more about the event here.
