Between 2005 and 2007, the Wella International Trend Vision Award—hosted in London, Milan, and Barcelona—was realized as a high-profile gala event honoring the world’s top hairstylists. On behalf of Procter & Gamble/Wella, the project involved concept and design, stand construction and management, project coordination, as well as multimedia and show production. The events featured up to 3,500 guests, award segments for Bronze, Silver, and Gold winners, and large-scale live performances by singers, dancers, actors, and artists, supported by integrated film productions, special effects, and kinetic stage elements.