Place of Lb - L’Oreal: ‘Because I’m Worth It’ Celebration | Case Study

The Brief 

NEXT Printing was contacted by Place of Lb in late January 2025 to help create an immersive red-carpet experience at Sydney’s glorious Town Hall to celebrate L’Oreal’s ‘Because I’m worth it’ slogan. The event culminated in the Australian screening of the new documentary ‘The Final Copy of Ilon Specht’, a short film paying tribute to the remarkable woman behind the brand’s famous catchphrase. NEXT’s brief involved creating a large cinema display, a timeline wall with shelving, various pillars and media walls, and other structures including oversized mascaras and free-standing letters. The build needed to be bumped-in and out within a short period due to strict loading dock requirements at Town Hall.

The Solution

Re-board® was used for the bulk of the build because of its sustainability and durability and, most importantly for this particular high-end build, could be v-notched and folded to create clean finished edges. Other materials such as Kapa, Screenboard and Self-Adhesive Vinyl were used alongside the Re-board and in conjunction with lighting, to create a fully immersive experience. Printed Floor Mats also added to the red carpet atmosphere. Logistically, installing within an iconic space such as Sydney Town Hall proved challenging, with a tight timeframe, parking restrictions and a number of vehicles involved in transporting the items to site. 

The Execution

Several rounds of initial 3D renders were required for sign-off prior to production commencing. Whilst this did take time, it did allow for all stakeholders to be across exactly how each element was being produced. Artwork was dropped into the finalised renders later as it was supplied. Many of the items were pre-built prior to installation to save valuable time on-site. This included fitting and testing any lighting and custom elements. A team of installers experienced in Re-board® builds delivered and built the display pieces within the designated period. The star-studded event was held later that evening with Bump-Out occurring post activation on the same day. Some key items were packed down carefully and saved, with the majority of the build broken down for disposal and the recycling of paper-based materials.

Carbon Savings

We swapped out MDF for sustainable Re-board, made from re-engineered cardboard. If we had used MDF, greenhouse gas emissions would have increased by 881kg. Instead, Re-board® gave us a negative carbon footprint of -116kg. That’s a total CO2e reduction of 997kg! To put it into perspective, that’s like saving the emissions of a car driving 4,296km or powering an average Australian home for nearly 21 days.

The Takeaway

L’Oreal Australia & New Zealand commented on Instagram that ‘the event welcomed over 220 media, content creators and brand partners, with guests experiencing an immersive journey through L’Oreal Paris’ rich history and exploring the future of beauty’. Celebrities such as Jessica Rowe, Madeleine Madden and Mary Fowler were featured ‘as part of an ongoing initiative to empower women and girls to embrace their self-worth’.