The capital was transformed into a New York-style loft to host the launch of Redken’s new 24/7 Serum, drawing inspiration from the city’s unstoppable pace and iconic style.
In the morning, 25 journalists enjoyed a leisurely breakfast, free from Manhattan’s usual rush, in a meticulously curated setting where even the coffee featured the brand’s logo in the foam. In the evening, the loft was transformed to welcome influencers for a dinner celebrating New York’s most sophisticated side. Under the glow of more than 300 candles arranged on an imperial table, glamorous reinterpretations of the city’s iconic dishes were served.
A bedroom with a rotating clock whose hands were the serum, spinning endlessly like a photocall; an entrance with clocks showing different times around the world; and a cocktail bar with personalized drinks invited guests to inhabit a space where time melts away and beauty never rests.
