Mainstage, Toni & Guy, London 2014

Every year, leading hair brand Toni&Guy rewards its staff with ‘Mainstage’ a celebration of the best salons and stylists, and a look ahead to future trends.

Over 5,000 international staff members and selected media and fashion VIPs headed to the Copper Box Arena in the Queen Elizabeth Olympic Park, for one of the first-ever non-sports events to be held in the venue.

A glittering award ceremony took place first, followed by a performance from ‘Waiting All Night’ star Ella Eyre. Next up was a glamorous fashion show – featuring the latest avant-garde fashion and hair styles – before culminating in a lavish after party.

The main focus of the event was a huge 45m expanse of front projection screens forming the backdrop to the white, aesthetically minimal stage and catwalk. We provided the five screens across the back of the stage and brought to life the event’s creative concept through specially-created motion graphics and real time relay footage.

As the video content formed the backdrop of every element of the show; the awards, Ella Eyre’s performance and the fashion show; it was vital that there was a continuous creative theme that ran cohesively across the entire show.

We designed bespoke graphics to fit each section, and combined this with footage provided by the brand’s TV and media team. Once designed and collated, we edited the content to the exact dimensions of the screens, which meant that there was no room for error when it came to the event build. The stage and screens needed to be in the precise location to ensure that the content could be mapped correctly.

As well as the five screens across the back of the stage, an additional three flanked the left, right and back of the venue, with 12 LED strips proving the ability for 360⁰ content. Five relay cameras were set up so that award winners reactions could be beamed onto the screens, as well as close ups of the hair styles during the fashion show.

Toni&Guy wanted to push boundaries and bring an element of rock and roll to the corporate fashion world. There were some unusual elements of the show – particularly the vacuum-packed model that was wheeled down the runway in a truss structure – and the overall production needed to push boundaries just like the show itself did. The use of such prominent video content provided the platform for this, and the finished look was incredibly impressive.”

The event was supported by the Youth Production Network (YPN), an organisation that provides young people with hands on experience in live event production.