The Gathering Experience

Where mirrors meet media.

“The Gathering” media experience was designed as a seamless fusion of reflection and immersion - inviting guests to see themselves within the Paul Mitchell world, both literally and metaphorically. Through sculptural mirrored installations, illusion-based media portals, and high-impact interactive moments, the space transformed passive viewing into active participation, turning every corner into a portal and every guest into part of the story.

Entryway Installation

Guests entered through a striking media sculpture composed of staggered, totemic forms at varying heights. Each structure featured mirrored sides and reflective flooring, while the front face was made from a two-way mirror that revealed media content glowing from within. The animations subtly shifted between atmospheric reflections and immersive branded content, creating a seamless blend between the installation and the energy of the environment around it.

Video Op: Blow Dryer Launch Moment

One of the most shareable moments came from the interactive video booth. Guests stepped behind a ring light and activated a hidden fan that sent their hair flying dramatically. Captured on video, each participant was then composited into a custom animation simulating the inside of Paul Mitchell’s newest blow dryer. The result? A high-energy, glamorous clip ready to post — memorable, immersive, and full of flair.