JOHN SAHAG
WORKSHOP & SALON - NYC

Combine a press-worthy fashion and beauty event with elements of a Tribute to the Life of the Creator and Master, multi-diverse business development opportunities, celebrity appearances and a promotional showcase of the staff and facilities to the media….and you’ve got your hands full with high expectations and miracles to deliver!

The John Sahag Workshop, located on prestigious Madison Avenue in New York City, enrolled EventCo for just that challenge! After interviewing 7 event production and design companies in Manhattan, EventCo was hired to create and plan this milestone event.

John Sahag himself, of Armenian decent, passed away the previous year from a terminal illness, leaving his empire to the stylists that had worked hand-in-hand with him though the past 20 years. John, having perfected and immortalized the dry-cut and styling method, was a household name in the hair, beauty and fashion industries, as well as with many celebrities and stars, to the likes of Holly Hunter, Cindy Crawford, Paulina Poriskova, Brooke Shields, and Sara Jessica Parker to name just a few!!

The start-studded event, titled “A Night of Imagination, Unlimited”, highlighted Workshop with hundreds of John’s favorite flower….the White Calla Lilly. John’s heart and soul were with each guest during the evening, as huge visual displays of his life and style captured over 20 years of history. His family of stylists, known as his ‘children’, was also highlighted through the evening, as they each had showcased a mesmerizing creation of hair design on a fashion model. The models were coiffed and dressed on-site, modeling their created adaptations inspired by the late John Sahag’s most memorable fashion photo shoot with German Vogue Magazine…entitled the ‘Eskimo Shoot’. Lavish hair extensions, fur, feathers, arctic make-up and extreme fashion design materials were used in each creation and each model was positioned by a 5’ tall photo version from the actual magazine page from which they were inspired.

This standing-room only and showcase media event was hosted by Este Lauder’s President John Demsey and Kathy Dwyer of SkinKlinic. Hosting committee members included Sarah Brown, Basil Charles, Angie Everhart, Janet Freed, Holly Hunter, Carol Kane, Irina Pantaeva and Paulina Porisokova, Janet and Martin Sheen, Julianne Moore and Rita Wilson. This host committee also worked closely with EventCo that evening to announce and launch ‘The John Sahag Foundation”, fostering creativity and support of craftsmen in the hair design industry through continuing education, training and scholarships.

The unforgettable event was designed with attention-grabbing VIP invitations, dynamic theatrical lighting, a red carpet photo entry for the press and paparazzi, shampoo bowls filled with Voueve champagne and delectable butler passed morsels, surreal longs music formats, black-tie doormen, stirring John Sahag multimedia video displays throughout the location, and more! In the end, EventCo created and produced a huge media and promotional event, highlighting a Master in the hair design industry, John Shag, and his continued legacy of talent and inspiration.