CLIENT
BED HEAD

TYPE
Experiential, Event

ROLE
Concept
Creative Direction
Spatial Design
Visual Direction
Sound Design

In partnership with Lucky Generals and production by Good Company, I led the creative direction of Bed Head’s first ever experiential event at Austin Pride. Bringing out the Hold Your Head High concept into an immersive experience, we created an extended reality salon installation where guests could receive a professional hair styling and head to the “magic salon chair” where they see themselves on a giant LED sphere in real time with a customized fisheye camera approach.

Press: 
https://lbbonline.com/news/Bed-Head-Transforms-Self-Expression-Into-a-City-Wide-Statement-of-Pride

Referencing both spiritual and literal meanings of the brand’s HOLD YOUR HEAD HIGH tagline, the experience was designed to be uplifting in every touchpoint. First, the guest stepped into the “salon” to get their hair done by a Bed Head stylist. Then, they hopped into the ‘magical salon chair’ from which the guest would look up to face the fish-eye lens camera and see themselves in the orb. ‘Head in the orb’ experience lasted an ephemeral 10 seconds until their head bursted into iridescent liquid. The soundscape was inspired by the 90s purikura booth from my childhood. 

The unique logistical challenges stemmed from the time window. Since the activation happened outdoors in both during the day and after sundown, we designed the installation to be visually eye-catching to the passerby in both light. Putting the surrealist twist onto the 90s hair salon, all scenic elements were oversized, the structure stood 25 ft high, and the “head in the orb” moment was multi-sensorily theatrical with custom live-stream video and sound design.  Between each guest’s “head in the orb” moment, the screen would cut to the Bed Head branding in a styles inspired by the MTV interstitials.  

Experiential Direction: Sayoko Osada
Production Design: Kayla and Krista Kummerl