American Crew continues to lead the way in the mens grooming category around the globe. It consistently pioneers the latest styles and the most innovative products made for men, and showcases the brightest in mens hair grooming talent. The annual American Crew All Star Challenge allows nation-wide contestants to present the best of their grooming style, in a competition that spans the globe.
We needed to create a bespoke and engaging awards ceremony event that celebrated and championed the finalists, feature the new American Crew shave range, and incorporate a live runway showcase.
Who doesn’t love an old school warehouse party? We designed a schmick fit-out of waterside venue Cargo Hall. We conceptualised killer large-scale projections to showcase the incredibly produced video content; a customised set complete with live vertical garden panels; and runway catwalk staging. Hair and makeup would also form part of the experience for guests, with finishing touches on models being completed in full view on the mezzanine balcony. Every element was meticulously designed in collaboration with one of the All Stars herself, Phoenix Thomson, with her fabulous team from Revlon Professional and American Crew, along with our extended team of tech designers, music directors and choreographers.
The scene was well and truly set for a chic cocktail party, awards ceremony and all-male runway, that would showcase American Crew’s Americana collection, and some 1940’s inspired fashion moments.
The venue shone, the runway rocked, the technical elements flawless and the calibre of All Star finalists exceeded all expectations. Add a delicious cocktail food and beverage offering, an epic soundtrack, and some of Melbourne’s finest production experts and the result was an evening to remember.
Guests were treated to a contemporary and stylish runway experience, then cheered their favourite finalists on. The night belonged to Rokk Man Barber’s ‘Ben Kane’ who received the coveted All Star title, winning the opportunity to head to Brussels and represent Australia in the 2017 Revlon Masters & American Crew Showcase.
(It’s also worth noting there was also a live shower and shave section featuring the unflappable barber Patti Davenport, doing live shaves upon entry to the venue, and during the runway! All in a days work!)