During my internship at Tina Festival 2023, a large-scale festival for children aged 6–16 with 25,000 visitors, I worked as a Production Assistant within a four-person production team. My main focus was exhibitor and partner management, where I coordinated communication, aftersales and practical arrangements before and during the festival. I also supported artist handling, accreditation, production schedules and communication materials After my internship, I continued supporting the festival on a freelance basis.

For this project, I developed a new concept for L’Oréal Professionnel, with the aim of turning a traditional hairdressing masterclass into an inspiring and memorable experience.

I started by looking at the target audience and the changing role of hairdressers as creators and trendsetters. From this, I developed the idea of L’Oréal House of Icons: a boutique hotel transformed into an immersive world where education, trends and experience come together.

I translated the concept into a complete event format, developing the different hotel rooms, their themes and hair experts, as well as the overall guest journey, styling and visual direction. The result is a concept where every element is designed to inspire, engage and be shared.

For L’oeuf, I helped organise the monthly dinner evenings from concept to execution. I developed the visual direction and styling of the dinner and designed the posters and menus. During the evenings, I was part of the team bringing the experience to life and captured the dinner through photography.

From an Aperol party and a Pretty in Pink dinner to a countryside-inspired breakfast, I love creating my own events from scratch. I develop the concept, styling, invitations, table setting, food and overall atmosphere, bringing all the little details together to create an experience people remember.

These personal projects are where I get to experiment, be creative and, most importantly, do what I genuinely love: bringing people together and creating moments worth celebrating.

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rowenschulte05@gmail.com