ONSTAGE
THE ACADEMY
MEETING THE NEEDS OF A FOREVER SHIFTING DIGITAL WORLD, L’ORÉAL HAS OPENED A NEW MELBOURNE ACADEMY SPACE THAT MERGES THE DIGITAL WITH THE DESIGN DETAIL OF THE PHYSICAL FOR A COMPLETELY NEW STANDARD OF HIGH-LEVEL INDUSTRY ENGAGEMENT, WRITES CAMERON PINE.
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erging virtual integration with high-end design, L’Oréal’s new aesthetically advanced space at the heartbeat of the brand’s HQ at 564 St Kilda Road merges the most advanced technology in resilient materials. Think natural stones, wood detailing, curvature and lighting to illuminate everything you’d expect from an architecturally designed space but with completely integrated technology and state of the art fixtures for the ultimate experience. On Sunday March 20 the Academy welcomed some of the L’Oréal groups most valued partners and guests with a celebration kicked off by none other than Managing Director of L’Oréal PPD for Australia and New Zealand, David Higgins. David spoke of the pipe dream the company had for the space that began in 2019. Delayed by the pandemic, the facility started to be re designed in 2021, to be transformed to what it is today and finally celebrated as a community. “There are five state of the art training rooms, a lounge area, a digital content studio, as well as a colour lab and lounge facilities all of which is here for you to use at any point in time. You are most welcome to come and use this facility as if it is yours,” David said. “This is not just a facility for L’Oréal it’s a facility for you as well. We’ve put a lot of thought into this space and the design process – engaging with everyone from across the team to help come up with the concepts. Sylvia Stewart from education, Olga Zanetti from a commercial perspective, Cara Riley as Head of Brands and our architects were all involved in pulling this together,” David said. As a result, this globally leading space will see content created and streamed not just in Australia but across the world. When entering the full floor space on level six you’re greeted with travertine plinths and a custom design travertine hangout table, which comes with a hefty price tag, and you know you’re in
18 INSTYLE
