Taking place on 15-17 January next year at Mandalay Bay in Las Vegas, the 32nd edition of the event will attract more then 15,000 attendees, including hairdressers, salon owners, and Redken artists.
The haircare manufacturer event will include a grand opening show on the first night, followed by two days of educational classes. Catering for 300 to 350 people per class, the sessions will take place multiple times over the course of the event.
Wolf & White will produce, direct and manage every class, from its content, design, staging, crew, models, choreography, video and SFX. The agency will also be responsible for designing, installing and running the Redken Gallerie and Exchange, where a large ballroom will be turned into an experiential retail space with live pop-up salons and shops.
The agency recently completed the Redken European Symposium 2016, which took place in Barcelona in Barcelona on 24-26 April. With 1,400 attendees and over a three-day period, it follows the same formula as the US event. Wolf & White were appointed to run the event last year, after a multi-agency pitch.
In line with its expansion, the agency has moved offices to Ashbourne in Derbyshire. The company, which is run by Lex Butler, is currently using freelance events specialists, but is aiming to employ more full-time staff this summer.
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