L'Oréal Professional
For L’Oréal Professional, I led the creative direction and experience design for a series of bold brand activations, reimagining how beauty meets sustainability, tech, and storytelling. From nationwide salon transformations to premium mall kiosks and an AR-powered “Magic Mirror,” this work brought the brand closer to customers in a playful, immersive, and eco-conscious way.
Revamped 25+ salons across Egypt to align with L’Oréal’s elevated brand vision. Focused on modern, efficient layouts that improved customer flow, enhanced staff workflow, and created a luxurious but sustainable experience.
Outcome: Increased foot traffic, smoother salon operations, and stronger brand loyalty through elevated space design.
Actual photo of L'Oréal Professionnel Hair Salon Unit
Render of L'Oréal Professionnel and Kérastase Hair Salon Unit
Render of L'Oréal Professionnel and Kérastase Hair Salon Unit
Actual photo of L'Oréal Professionnel and Kérastase Hair Salon Unit
Redesigned L'Oréal Professional kiosks to feel more premium, modern, and eco-responsible.
Integrated sustainable materials (60% recycled MDF), modular components, and LED systems
all while reflecting the luxury of the brand.
Luxury meets sustainability: Used 60% recycled MDF for the booth structures and incorporated
energy-efficient LED lighting and digital displays.
Modular & reusable: Designed each component for easy disassembly and recycling,
reinforcing L’Oréal’s environmental responsibility.
Smart digital integration: Introduced an in-booth experience allowing real-time access to nearby
hairdressers, blending physical space with digital utility.
Business impact: Increased foot traffic and improved sales conversion through interactive,
high-touch brand moments.
Render of L'Oréal Professionnel Booth
Actual Photo of L'Oréal Professionnel Booth
Actual Photo of L'Oréal Professionnel Booth
Showcase different hair color options in real-time through the mirror
Changing hair colors on the app and see the results on the mirror
My Role
As the creative lead, I shaped the vision and execution of every touchpoint from spatial layout to tech integration:
Directed end-to-end concept development across salons, pop-ups, and digital activations
Designed immersive, interactive environments that blended brand storytelling with customer delight
Spearheaded the environmental design strategy using sustainable, modular materials
Partnered with cross-functional teams marketing, ops, tech, and vendors to bring ideas to life at scale
Balanced creativity with operational feasibility to launch experiences that were beautiful, measurable, and scalable
Result: These experiences didn’t just look good they delivered. From social buzz to foot traffic to sustainability wins, they proved how experiential design can drive both engagement and long-term brand equity.