During Milan Fashion Week 2026, an immersive activation — the Metal Detox Capsule — was created to celebrate L’Oréal Professionnel’s collaboration with fashion designer Gilda Ambrosio.
Set on Via della Moscova, the experience guided visitors through a Detox Journey combining product storytelling, digital touchpoints, and content creation spaces. At its core, an Hair Corner offered professional quick blow-dries, turning product testing into a moment of service, connection, and social sharing.
In just four days, the activation engaged over 4,000 visitors and 200 VIPs and influencers, boosting brand awareness during one of the year’s most high-profile moments.
