25 Jun 2012
Articles

STRUCTURE LAUNCHES IN AUSTRALIA

The team at STRUCTURE have recently hosted a cocktail party with a difference to launch their range of 15 high performance, British heritage inspired products into the Australian market. The event which took place in Sydney, transformed the penthouse venue into a scene from London’s underground. International guests travelled across the globe to attend the launch, along with Australian & Indonesia distributors there, other guests from Indonesia, Thailand, and of course Australian stylists, members of the press and the team from JOICO Zotos International in the US.

The performance of the night was hosted by Gianni Scumaci, JOICO’s Vision Director and UK Design Team member Gill Berry, who both took to the stage to demonstrate trademark ‘STRUCTURE’ looks on the 12 UK-styled models, whose looks were inspired by different eras throughout British history. Iconic British music added to the performance which made for an animated and informative show.

The event embodied the true essence of modern UK culture with the room adorned with English-style vintage records, bowler hats and union jack flags. A UK-themed backdrop was set up in a photo-booth which guests could take instant Polaroid images of themselves and others using a range of different props and novelty items provided.

“Launching STRUCTURE into the Australian market was a fantastic experience. It was great to work across a large cross section of hair textures and styles to create British inspired looks from a multitude of eras. Putting the range into practice in Australia and seeing the fantastic response is testament to the versatility of the products and its ethos,” says Vision Director Gianni Scumaci.