For the 90th annual MLB all-star game in Cleveland this summer, Supercuts engaged New-York-based Excel Sports Management to find an all-star team who could activate an experiential marketing event like no other. Premier’s concept presentation knocked it out of the park and won us the assignment to build a custom pop-up hairstyling station from inspiration to installation.
Supercuts wanted to engage people with their new marketing slogan, “Don’t take your hair for granted. Take it to Supercuts.” They wanted to do something big. Really big.
With the help of Excel Sports Management, they secured an area in the courtyard of the Cleveland Indians’ Progressive field for the day of the MLB all-star game, and asked for idea submissions for a pop-up studio that would offer free haircuts to fans.
Premier’s presentation won the day. We designed a 40’x16’ freestanding cargo container, open on one side, and outfitted so visitors would feel as if they’d walked into a dugout. The floor was covered with AstroTurf and painted with a batter’s box, and divided with low mesh barriers. The entire space was curated to perfect the experience – lockers, aluminum benches, team logos, and a photo op area with a “throne” shaped like a baseball glove in front of a backdrop of baseball bats. The salon area had three fully functional chairs, sinks, mirrors, and supply trolleys.
The container walls were retrofitted to swing down on hydraulic systems, and we built stairs leading to a viewing area on top of the container. We sourced all the materials, equipment, fixtures, furniture, power and water supplies; we even had misters to provide relief from the humidity. Everything was custom-built, so Premier was on hand to provide project management on-site for a week leading up to the event.
It was a huge success. Visitors lined up to get their hair dyed in their team’s colors, have a logo etched into their cut, or just get a great new look from Supercuts’ expert stylists.
Thanks to the fans, to Excel Sports Management, to MLB, and to Supercuts for letting us be a part of such a major league event.
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