For the 44th edition of the leading world trade fair dedicated to beauty Davines presents two important partnerships:

Shigeru Ban, a prominent architect in the international arena known for his architectural experimentation as well as for the concrete value of his paper/cardboard recycling and environmental protection programs, has designed the new Davines stand, in representation of the company’s strong, global commitment in support of the “green” focus of their brand and product lines.

Shigeru Ban’s idea for the new Davines stand takes inspiration from ancient Japanese Shinto temples, sacred structures made of wood, straw and bark, in close connection with nature and considered divine. The materials used are all of natural origin: the ceiling, a weave that recalls wicker baskets, projects onto visitors, light and moving shadows that vary according to the time of day. The walls look like bee hives where plants and grass are nestled: this is Shigeru Ban’s tribute to the strategic importance of natural ingredients in the formulas of Davines products and to the deep respect for the environment promoted and supported by Davines.

Therefore “Sustainable beauty” is the common denominator of the winning alliance between Davines and Shigeru Ban, two undisputed leaders on the international scene not only for their specific flair but also for their great commitment towards the protection of nature.

Cosmoprof is therefore  the right time, to enhance the prestigious partnership with Angelo Seminara, new artistic director for Davines. To seal this understanding, Angelo showcases on the most important international stage of hair styling “On Hair Industry “. Geometric cuts inspired by NÁTTÚRA collection, tartan fabric-like hair, breathtaking looks with an extreme hold or embellished with jewels, captivated the audiences and allowed Angelo to win the “Best hairdresser 2011” award.

Davines surprised interested trade fair visitors with a an idea of great impact: a Lab Station. An initiative dedicated to the 2011 fair, wishing to recreate a real laboratory on the booth. Here Davines produced simultaneously, customised shampoo blended with a preselected scent.

A small limited edition gift from Davines for customers and more.