16 Feb 2012


STRUCTURE made quite an impression earlier this month when the brand debuted in Belgium to a crowd of over five hundred hairdressers and key industry influencers.

STRUCTURE was chosen to close the JOICO 2012 Kick Off Event and ensured the guests were shown an array of inspiring new products and styles.

The evening first began with drinks and canapés being offered up in an urban-esque warehouse before huddles of adoring hair fanatics were ushered into the auditorium for a creative educational hair experience. The elite hairdressing world came together to demonstrate the key techniques of hair cutting and colouring, delivering a master class experience

The UK Design team took to the stage later on in the evening with JOICO’s Visionary Director Gianni Scumaci to present the STRUCTURE catwalk show with a hip London vibe thrown in. Models cruised the runway relishing in their urban, raw and edgy hairstyles in perfect tune with the street style of 2012.

Presenting the versatility of the range, the team explained how STRUCTURE styling can transcend all hairstyling genres and works into salon, street, session and home. With a focus on cocktailing products, the team shared their experiences with the range from both a business and creative point-of-view.

 A great night was had by all, with the evening finishing on a round of applause before the crowds rushed to be the first in line for the STRUCTURE pop-up hair and photographic studio.