The Wella World Studio has moved from its home on Rockefeller to SoHo, one of New York City’s artistic epicentres. “We moved not only to join that community and become a resource for it, but also to be more accessible to our artists and more in touch with what inspires them on a daily basis,” says Fabio Sementilli, Wella North America’s Vice President of Education.
To celebrate the new location, Wella Professionals hosted a launch party in the new 11,000 square ft. loft-style space. Guests included distinguished hairdressers such as Omar Antonio, Anthony Cole, The Doves, Stephen Moody, and more. Live cutting and colour demonstrations were held through out the evening, as well as several collaborative, impromptu photos shoots. The event featured famed graffiti artists Tats Cru, who created a spray-paint mural live during the event, which was fitting since the space will host networking and social gatherings for hairstylists and the artistic community. In an effort to achieve an inspiring atmosphere throughout the studio, images from local artists and former Sebastian global creative director Robert Lobetta—who was also in attendance—currently grace the walls, alongside pictures of Wella’s top artists in action.
On a separate note, the move has also sparked a curriculum makeover that includes the addition of courses with an art-centered focus. For example, Watercolor Techniques for Haircolorists will be taught through a collaboration with a guest watercolour artist and a top educator to show how the effects created in painting can be translated into hair colouring techniques. Other courses include Color.id Creative Atelier, Razor Mastery with Jason Schwind and Stitching a Shape with Claudio Lazo, as well as ones with industry greats such as Patrick Cameron and Nick Berardi.
For more information visit wellainteractive.com or call 800-422-2336. See more shots from the launch on our Facebook page.