L'Oréal Professionnel 238sqm booth - MCB Trade Show
L'Oréal Professional Products is much more than a brand. It is a group of brands (Kérastase, Redken, Matrix, L'Oréal Pro), each catering to a different type of hairdresser with distinct visual codes, promises, and worlds. The goal wasn't just to design a booth. It was to design a neighborhood.
AUKARÉ
expertise
The challenge entrusted to AUKARÉ for MCB 2025 was twofold: give each brand its own territory for expression while creating a fluid and cohesive visitor experience within a single 238 sqm space.
This project perfectly illustrates the 2026 booth design trends : open architecture, discreet technological integration, and immersive experiences designed to drive sales.
What the team has created
The AUKARÉ team structured the space around a scripted visitor journey, dividing the 238 sqm into autonomous yet visually connected experience zones. Each brand has its own identity island, with its own materials, color palette, and engagement tools, all while adhering to a shared architectural language: clean white structures, a uniform lighting grid, and controlled heights to ensure the entire space remains visible from the trade show aisles. The circulation was designed as spatial storytelling: visitors enter the L'Oréal Professionnel world, move through the brand territories one after another, and leave with a complete understanding of the offering, without ever feeling lost.
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Architecture & materials
The booth's foundation is a modular matte white architecture, deliberately chosen as a "blank canvas" to let each brand express itself without interference. The double-height structures allow for powerful signage visible from across the hall, with the "L'Oréal Professional Products" banner serving as the central visual anchor.
For the Kérastase territory, AUKARÉ introduced contrasting premium materials: black marble for the Hair Spa area, gold brass on the load-bearing structures, and a floral wrought-iron arch in white that creates a symbolic threshold between the aisle and the treatment area. This plant-filled gateway, with its cherry blossom branches, immediately establishes a world of sensory luxury that stands out from everything else in the salon.
The Gloss Bar was brought to life by a backlit plexiglass product display wall, topped with round mirrors arranged in an organic composition. The adjustable salon chair positioned center stage transforms the space into a real hair salon—not just a booth, but a destination.
Colors & identity
Each brand retains its unique color identity. Kérastase: off-white, gold, marble black. Redken: deep, electric black, violet, tech white. Matrix: neutral white, dark designer furniture. L'Oréal Pro coloring: clinical white, with saturated color chart hues as the only pop of color.
This chromatic discipline is one of the project's most demanding technical challenges: allowing these worlds to coexist without any one "bleeding" into the next. The AUKARÉ solution was to play with wall heights: internal partitions are intentionally lower than the shared banner, allowing for visual separation without feeling enclosed.
Technical features
Redken's digital setup features a deep black backdrop, centered around an LED screen flanked by two product content wings. This stark black-and-white contrast creates maximum visual impact in the aisle, instantly grabbing the attention of passersby.
The L'Oréal Pro color zone features an interactive shade chart wall (INOA, Majirel, Dia Color, and Dia Light series), designed as a standalone visual installation that serves as both a sales tool and a design piece.
"Access Hair Education" digital kiosks at the entrance to the education zone create a self-service engagement point, allowing visitors to learn technical techniques without needing dedicated staff.
Visitor experience & journey
The journey is structured in three stages:
1. Long-distance attraction: The high-level L'Oréal banner and the full-width black Redken facade catch the eye before the visitor even reaches the aisle.
2. Invitation to enter: The Kérastase arch and open-plan layout—with no barricade counters or single entry points—signal an accessible space free from sales pressure.
3. Engagement and conversion: Once inside, each zone offers a hands-on experience: product demonstrations, shade testing, kiosk consultations, or live treatments at the Hair Spa. Visitors don't just watch; they experience.
@2026 AUKARÉ all rights reserved.
