Syoss relauch event

The concept was a complete departure from standard beauty events. Instead of presenting the brand, we intensified it. Just like the campaign claimed. Guests entered a blacked-out world and passed through sensorial chapters: the scent room with Syoss fragrance projection, a pitch-black tunnel with ASMR hair cutting and brushing sounds, an immersive hypnotic visual galaxy, a tactile colonnade of light-beam totems with live product interaction, and a taste experience via a Japanese-inspired seated dinner. Each zone was conceptually tied to the brand and meticulously crafted to deliver both emotional impact and visual content. It was not just a party—it was a journey through intensity.

The event was an innovation in format and design. We replaced the classic “event with a stage” model with a fully walkable, narrative-driven space. Every element used technology to activate a sense: scent machines, ASMR sound in the dark, immersive LED visuals, heat of the light beams that could be touched and curated cuisine. The setup also doubled as a content studio. Before all of the guests arrived, brand ambassadors filmed professional reels using the venue as a set. We combined event production, AV technology, and digital storytelling into one synchronized ecosystem, blurring the line between brand experience, content hub and art installation.

Execution was a feat of precision. Instead of a product presentation, guests moved through five sensory rooms designed to stimulate smell, sound, sight, touch, and taste, culminating in a seated Japanese-inspired dinner. From construction to technical setup, everything was installed and tested 48h prior. Flow management was crucial. Before the official start of the event, ambassadors came in slots to film their professional reels. A team of hostesses briefed every guest about the experience ahead. They also received a detailed flyers to help each guest move smoothly from one room to another without waiting or backflow. The client, Henkel, was involved throughout and approved every stage, from concept to final tech tests. Real-time adjustments ensured that both content creation and guest experience were seamless—without compromise on either side.

Over 100 organic influencer stories were shared—zero paid posts. Brand ambassadors’ professional reels filmed at the event generated over 900,000 views. TikTok creators produced relatable vlogs that reached a younger demographic. Free PR coverage in more than 10 media outlets (worth over €17,000) reached nearly 500,000 people. The ROI was significant: minimal production waste, high engagement, and lasting impact from one single night.

The event was an integral part of a broader 360° relaunch strategy. While the rebranding campaign ran across different channels, this event served as a hero moment in Croatia, bringing the new “You, Intensified” platform to life through direct experience. We invited relevant beauty and lifestyle influencers, press, and TikTok creators to ensure digital buzz. The space was designed to inspire content creation organically, resulting in significant unpaid visibility. All brand pillars - intensity, Japanese roots, elevated aesthetic, were translated into every detail of the event and communicated consistently across all channels.

Sustainability was built into the production, using the technology as much as possible. All key structural and technological elements were rented, significantly reducing waste. Almost no single-use branding was produced. Instead, all boards were just black making them resuable for a different occasion and also paper-based elements were used. The minimalist, monochrome set design allowed for brand adaptability across future events. The result: a visually striking event with minimal environmental impact, proving that bold creative doesn’t require excessive waste.