SENECA, International Launch Program
Beauty Industry, Moscow, 2022
Context
The company wanted to position itself as a cultural entity, not just a distributor.
What we did
We created a five-day launch programme with art installations.
Result
Programme architecture and a mastermind model for top partners.
About the project
Seneca approached us at the moment when the company was ready to position itself as a full-fledged cultural entity. Not just a distributor of professional brands, but a space where a new industry language is formed. The task was to turn the launch week into an experience the professional community would remember.
Details
The starting point was researching the intersection of three fields, urban environment, physical body aesthetics and digital technologies. Artworks developed specifically for Seneca embodied the synthesis of physical body aesthetics and industrial city aesthetics as a unified whole.
Outcomes
Complete architecture of a five-day program with six formats and three audience levels was developed. Curatorial concept for brand zones integrating art installations into business communication was created.
Client. Seneca