On April 16th, the Wella World Studio, located at Gendarmenmarkt in Berlin, Germany's historic, buzzing Mitte district, held an official event to mark its reopening after a total makeover. The gala presented the current Wella Professionals Trend Spring/Summer 2012 Collection in cooperation with Berlin designer Michael Michalsky, himself a front-row guest.
Ralf Billharz, Vice President Wella Germany, Austria, Switzerland (DACH), and Alexander Herzberg, Director Hairdresser Service Wella DACH, welcomed a select group of industry guests to a red carpet event, proudly presenting the new world studio concept.
The Wella umbrella brand dominates the 6,400 square foot light and airy Wella Studio, bringing together all the salon brands: Wella Professionals Color, Care & Styling, System Professional, Sebastian Professional, Sassoon Professional and Londa Professional.
Under the motto “Be Inspired by Excellence” the World Studios not only offer a new, top quality, variable design in a stylish monochrome color scheme but also the advanced training concept of the future. Visitors are able to surf the entire Wella brand portfolio and community news using an XXL touchscreen. Instead of PowerPoint presentations, the studios are now using Smart Board technology. Seminar organizers are able to respond quickly and flexibly to participants’ questions.
The interior design elements feature a color, care and styling bar, a presentation wall and an in-house catwalk. The studio's design delivers the flexibility to host an intensive hands-on workshop with just a few participants or evening with 100 guests.
The exclusive World Studio seminar program is also new. International top stylists including Frederic Fekkai (New York); the Sassoon Creative Team; Dimitri Vinokurov (Moscow); Patrick Cameron (London) and Bundy & Bundy (Vienna) will teach seminar participants at the World Studios.
[Image courtesy of DeVries Public Relations]
Related: Wella Professionals Trend Vision 2012 Announced | Backstage Beauty: Issey Miyake Fall 2012 | Backstage Beauty: Antonio Marras Fall 2012 | WATCH: 2012 Wella Trend Vision Trends Presented by P&G Salon Professional and Bellus Academy | Backstage Beauty: Peter Som Fall 2012 | P&G Salon Professional Presents Wella Color Charm at ISSE 2012