Combining creative hair artistry, cultural experiences and networking.
Published:The event organised by ALFAPARF Milano Professional brought together salon partners and stylists for a programme designed to inspire creativity, showcase the brand’s colour portfolio and strengthen connections across its international professional community.
Guests stayed at a five-star hotel surrounded by gardens and palm groves, with time to relax alongside opportunities to explore Marrakech’s historic Medina, the famous Jemaa el-Fna square and its traditional souks.
The main programme opened on Monday evening at Palais Dar Soukkar, a historic venue built in the 16th century on the remains of a sugar factory.
ALFAPARF Milano Professional Global Creative Director Rudy Mostarda presented a Morocco-inspired show featuring new aesthetic concepts and techniques, highlighting the versatility of the brand’s colour portfolio.
The presentation combined hair artistry with live singers, dancers and dramatic fire effects, drawing inspiration from Marrakech’s colours, landscapes and atmosphere.
Reflecting on the creative process, Mostarda said: “The colours, the light, the sand, the sunsets, the contrasts, the scents, the energy of the streets… everything became part of our creative process.”
He explained that the aim was to transform these influences into ideas that could shape future hair trends.
“Marrakech gave us the elements. Creativity gave us the freedom to transform them. And the result wasn’t meant to tell the story of Marrakech alone: it was meant to tell the story of the future of hair beauty.”
Following the show, guests attended a dinner and an exclusive party featuring a live DJ set.
The programme continued on Tuesday evening with a dinner in Marrakech’s Palm Grove, on the edge of the desert.
Set within a traditional Moroccan-style tented camp, the event brought guests together beneath the stars for an evening of regional cuisine, local music and live performances by Moroccan artists.
The experience offered attendees an opportunity to immerse themselves in the local culture while building relationships with fellow salon professionals.
The four-day event combined professional inspiration with cultural experiences and leisure time, giving the UK and Irish ALFAPARF Milano Professional community an opportunity to connect with the brand and with colleagues from across the industry.
By bringing together more than 1,000 hair professionals from different markets, the event highlighted the role of international gatherings in sharing creative ideas, developing professional relationships and inspiring salon work.
For attendees, the combination of hair artistry, cultural exploration and networking provided an opportunity to return to their salons with fresh perspectives and renewed creative inspiration.
For more about the brand and available products please visit Alfaparf Milano Pro.
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