The hair company’s aim was to create an innovative and challenging brand experience that would encourage the 20 colourists to explore new ideas.
The immersive experience – held in Berlin on 29 November – was known as the Deconstruction Project.
Wella Professionals global marketing director Laura Simpson said: "We set out to introduce our new innovation through a unique creative experience. The Deconstruction Project achieved just this in a way that truly delighted our stylists and also challenged them to reach their creative best."
The core of the experience was the story of a fictional underground Berlin artist, who created an artistic liberation movement 21 years ago. The idea was that he then invited the colourists to extend the movement around the globe.
The experience took the colourists on a journey through evolving theatrical and art installation-inspired spaces designed to catalyse creative thinking.
Jack Morton Worldwide associate creative director Jeavon Smith said: "The Deconstruction Project explored creativity with no rules. The project was a unique opportunity to create an experience which shifted perceptions of creative thinking and what can be achieved in such an environment. It was a truly innovative experience, aligned with a revolutionary new product."
Wella Professionals’ product innovation will be more widely revealed in 2013.