Exposé at El Rey LA Show Review
The series of ARROJO Exposé events has taken Nick Arrojo and the ARROJO Artistic Team all across America. Traveling from NYC with a gaggle of stylists and models, the crowd-pleasing shows have lived up to ARROJO's reputation as America's leading independent hairdressing brand, renowned for sharing dynamic new techniques. After a spring and summer tour that took in 14 cities across the East Coast, we closed the year by taking Exposé to El Theatre In LA, a stunning art deco venue.
With Nick Arrojo joined by Ashley Kowalsky, Blaine Lewis, Tessa Sprauer from the ARROJO Creative Team there was a sense of the girl power that drives much of the creative enterprise of our brand. Also on stage, ARROJO Ambassador Salon Owners and Master Stylists Derek Maldonado and Jeff Stump, who have both taken our culture of education, connection and collaboration to drive their own businesses to greater success.
This all-star sextet spiced things up with a variety of scissor and razor cutting, creative coloring, and terrific textures made with American Wave, our permanent texture service. Most the the trends come from three new ARROJO editorial collections, titled Sugar Candy, SonicBOOM, and Undefined, which together underpin our direction for 2017.
The packed house raised the roof for our newly originated coloring technique dubbed “Squarelights.” An evolution of hair painting trends, the execution puts brightness and pop in the perfect position for fashionable hairstyles with beautiful color accents. Also lifting the pulse, American Wave. As texture trends, interest in this service has grown exponentially. The audience's interest reached fever pitch when we showed the new root-wrapping technique we recently originated as a way to create more organic and undone waves and curls.
After the rousing show, an informal after-party allowed Nick and the team to mingle with attendees, swopping stories, insights, and good times as we look to forge strong mutually beneficial connections with hairdressers across the nation.
See behind the scenes and stage images below. Images: Steve Kim