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Project Overview

The Maesa Group, the French designer of perfumes and cosmetics, approached ASV to design and activate their exclusive TPH by TARAJI Hair Dare University product with a 2-day launch event in New York City, that needed to be turned around in 90-days.

Our design and engineering teams huddled together to design an amazing Pop-Up experience for one of Hollywood’s favorite actresses, Taraji P. Henson.  The university interior would be inviting, fun and create memorable moments, coupled with a big dose of product education.  The idea was to have open frames to define the “classrooms” and allowed guests to flow freely from one engagement to the next. Each space was built to represent the product categories. 

Time and timing are essential in event marketing, so in 2019 ASV began building its own in-house grand-format printing department. Even though the fabrication timeline was tight, it wasn’t a concern for our teams. As our production team built individual sets, our print team rolled out the matching graphics. 

The event had it all – photo ops, interactive coloring murals, and eye-catching graphics were integrated with inspirational messaging and product feature callouts to fully immerse guests at Hair Dare University.


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