Sebastian Professional brings creativity to Rinascente Roma Via del Tritone
Until 2 2 January, Rinascente Roma Via del Tritone will be transformed into an immersive experience: the store will wear the bold style of Sebastian Professional, a haircare brand in the portfolio of Wella Company - a multinational company with over 6 thousand employees and a presence in more than 100 countries with brands such as Wella Professionals, Opi and ghd - founded in Los Angeles in 1972 by visionary hairstylist Geri Cusenza and her husband and business partner John Sebastian.
The story begins on the façade, animated by a spectacular projection depicting a large tree reinterpreted in the Sebastian style. It then develops in the seven showcases, some of which recreate a professional hairstylist's set with trunks, director's chairs and tools of the trade, recalling the brand's inescapable professional soul, while others celebrate the most iconic lines of hero products: No.Breaker, Dark Oil and Penetraitt, each one the protagonist of its own space. The Christmas atmosphere comes to life through silver parcels, personalised ribbons and an illuminated three-dimensional logo, while an installation of the famous hairspray Shaper gives shape to an unexpected Christmas tree, transforming the experience into an immersive journey through light, style and creativity. The narrative continues inside, with the branding of the escalators and the cavity through videos and graphics, culminating in an imposing six-metre long gift pack, suspended in the centre of the cavity and conceived as a symbolic installation of the entire takeover.
Sebastian Professional inaugurates a temporary beauty bar, a meeting place where you can buy products with personalised Christmas packaging with branded boxes and ribbons of your choice, and participate in the 'Spray & Win' operation, which allows you to receive free gifts such as samples, mini-sizes and vouchers for a Dark Oil treatment in partner salons in Rome.
"This project represents a key moment for Sebastian Professional: an immersive experience that tells the story of our artistic identity, inclusive and deeply connected to the professional world. Bringing our creative language to the heart of Rome, in an iconic place like Rinascente Roma Via del Tritone, means celebrating the expressive freedom of hairstyling and sharing with everyone the avant-garde that has always distinguished us," comments Antonella Chiariello, country manager and managing director of Wella Italia.
