Expo 16 Creates Sonic BOOM 

The sixth annual ARROJO Expo, New York, Oct. 23-24 brought together hundreds of professionals for a long weekend of education, inspiration, and celebration of the hairdressing craft.                                                                  

The opening ‘Welcome to NYC’ cocktail party and mixer featured a Men’s Presentation by Rea Winter, Paul Merritt, and Crystal Blu. Titled Alpha, the collection captured the current zeitgeist of men’s style and serves as means to announce a new, fashion-forward Men’s Barbering and Grooming Program that will be available at ARROJO Cosmetology School from 2017. 

Nick Arrojo mingles with guests at ARROJO Expo's opening cocktail party. 

Nick Arrojo mingles with guests at ARROJO Expo's opening cocktail party. 

ARROJO Master Stylist Paul Merritt presents men's hairdressing trends and a new 'Alpha' collection at the Expo cocktail party. 

ARROJO Master Stylist Paul Merritt presents men's hairdressing trends and a new 'Alpha' collection at the Expo cocktail party. 

The ARROJO Trend 17 Presentation –– overseen by ARROJO Creative Director Lina Arrojo –– was revealed for the first time at the Sunday Night Party and Presentation at Marquee. With an outlandish performance by Mister Wallace preceding the release, the crowd was whipped into a frenzy as the new collections took to the runway. Titled Sugar Candy, Undefined, and SonicBOOM the three symbiotic collections show styles that take inspiration from 1990s streetwear to create a wide range of colorful, textured, edgy and urban looks.  

Mister Wallace takes the Expo party to another level. 

Mister Wallace takes the Expo party to another level. 

A model walks the runway as part of the 'Sonic BOOM' presentation

A model walks the runway as part of the 'Sonic BOOM' presentation

During Expo, more than 150 hands-on attendees practiced key trends and techniques from SonicBOOM under the guidance of ARROJO Master Stylists at our education facilities in SoHo and TriBeCa. The first workshop, Editorial, featured a trendy new hair sowing technique that would be at home on any of the world’s most glamorous runways. After which, attendees went into the Razor Cutting class to master the signature hair cut from the SonicBOOM collection.

Attendees workshop the editorial hair sowing technique. 

Attendees workshop the editorial hair sowing technique. 

An example of the finished hair sowing technique on a live model. 

An example of the finished hair sowing technique on a live model. 

On the second day hands-on guests began the day with an American Wave workshop to discover a new ‘root waving’ technique that allows for beautiful body, texture and movement. Completing the hands-on portion of Expo, the Color class taught a newly originated coloring technique dubbed “Squarelights.” An evolution of hair painting trends, the execution puts brightness and pop in the perfect position for fashionable hair with a shattering SonicBOOM

The new American Wave root wrap technique taught at ARROJO Expo. 

The new American Wave root wrap technique taught at ARROJO Expo. 

The finished look for the American Wave 'root wrap' hangs in the ARROJO TriBeCa window display as part of a new collection. 

The finished look for the American Wave 'root wrap' hangs in the ARROJO TriBeCa window display as part of a new collection. 

While that was happening in the classrooms, in the lecture theater a two-day Business Success Symposium for salon owners featured a world-class roster of guests alongside Nick Arrojo. Key topics include Nick Arrojo on the Salon Experience, Patrick McIvor on the Experience of Touch, Jeff Mason on Goal Setting, Gordon Nelson on The Experience of Success, and Jeff South on Creating Community. 

Jeff Mason presents goal setting on behalf of STX. 

Jeff Mason presents goal setting on behalf of STX. 

At the Symposium, there was also a Style Council Presentation featuring the work of several ARROJO Ambassador Salon Owners. Aside from a testament to their hairdressing skills, the high-class presentation espouses many of the virtues of the Ambassador Program, namely: connection, collaboration, creativity, and sharing success. 

Thank you to everyone who chose to be a part of ARROJO Expo 16! 

MORE IMAGES & ATTENDEE QUOTES BELOW. . .  

A mannequin featuring the new ARROJO 'Squarelights' technique. 

A mannequin featuring the new ARROJO 'Squarelights' technique. 

“This was an amazing experience that has taught me a lot and reminded me that there is so much one can do to hair. Keep learning always! I love ARROJO Expo!”  –– Jessica Schreiner, Expo Attendee from Moxie Salon, Minneapolis, MN

A model walks the catwalk. 

A model walks the catwalk. 

“There is always so much information shared that is inspiring and relevant. It’s like you can read our minds and know exactly what we need before we arrive. Great presentations!” –Jeanine Huck — Expo Attendee from Eden Salon, Moses Lake, WA

An attendee records the video inspiration. 

An attendee records the video inspiration. 

Both workshop days were thoroughly taught. I really appreciate how much the staff cares about attendees gaining knowledge. The passion and drive are super-inspiring.” –- Maggie Meyerhoff Expo Attendee from Euphoria Studio, Frenchtown NJ

Another stunning runway look. 

Another stunning runway look. 

“I love that it’s not just one topic we focus on; it’s a little bit of everything that’s going on trend wise. I get to bring so much new info back to the salon.!” –– Sofia Giacalone, Expo Attendee from Richard Salon, Smithtown, NY

Nick Arrojo fires up the crowd as they invade the stage. 

Nick Arrojo fires up the crowd as they invade the stage. 

Special Thanks to all the guest speakers and presenters at Expo: 

Stephen Adams (Moxie Salon), Jeff Stump (ARTKITEKS Salon) , David Gatt (Square Root Salon), Amy Kaczowski (Salon Pure), Alex Ioannou (Trio Salon), Ashley Collins & Erin Shebaugh (Plum Hair Atelier), Jeff Mason (STX), Jeff South (Club Intrigue), Peach Hardy (CUT artisan. hair. design.), MASTERED, Mister Wallace

Mister Wallace continues to get down. 

Mister Wallace continues to get down. 

A look into the crowd at the Expo party at Marquee 

A look into the crowd at the Expo party at Marquee 

The party hots up. 

The party hots up. 

ARROJO master stylist Amanda Jenkins adds the final touches behind the scenes at the Expo party and presentation. 

ARROJO master stylist Amanda Jenkins adds the final touches behind the scenes at the Expo party and presentation. 

Wardrobe and makeup is carefully chosen to complement the collections. 

Wardrobe and makeup is carefully chosen to complement the collections. 

Backstage, excitement builds

Backstage, excitement builds

ARROJO Products & tools were hard at work during Expo

ARROJO Products & tools were hard at work during Expo

Wardrobe. 

Wardrobe. 

Presentation prep. 

Presentation prep. 

Models hang out with their 'Undefined' American Waves

Models hang out with their 'Undefined' American Waves

A model takes 5. 

A model takes 5. 

Revelers enjoy the show. 

Revelers enjoy the show. 

A remarkable runway show brought the house down. 

A remarkable runway show brought the house down. 

Nick Arrojo shares his excitement at the model presentation.  

Nick Arrojo shares his excitement at the model presentation.  

Guests making new friends. 

Guests making new friends. 

Djs in the mix. 

Djs in the mix. 

Photos: Loretta O'Connell, @aklonyc