Goldwell had an international weekend long special event experience that incorporated several events including a welcome party at Nokia Plaza, a live hair competition and demonstration salon at the Los Angeles Convention Center and a final gala on the Event Deck at LA Live. The welcome party was a “Welcome to Hollywood” themed event complete with red carpet and step and repeat wall for guests to enjoy. A large judge’s lounge was built for the competition, as well as a wardrobe room, a photo exhibit wall, a model wall and a central tower with custom Goldwell graphics. The salon was created to look like a mini Goldwell salon with white walls and custom graphics, reception desk and salon style lighting. The 2011 gala was also a modern affair with industrial accents including metal bead projection curtains, a circular light up bar with a silver metal cage floating above. Pops of color in buffets and communal tables echoed the colors of the Goldwell campaign.