BET's The Quad: Pop Up A.R. Salon Experience

Creative Director: Benjamin Vendramin

Art Director: Morgan Owen (a.k.a. "me") Copywriter: Benjamin Petrisor

The Quad on BET, is a television drama about a historically black university.
To increase viewership for the second season, we needed to attract more of the show’s target audience—30 to 40 year old African American women. The solution was to go where they live.

The beauty salon is a destination for weekly community get-togethers, where our target is organically hanging out and enjoying idle time. So we created The Quad Salon: we turned traditional salon dryers into a modern day entertainment experience with industrial designed 3D printed hoods, seamlessly integrated with A.R. and video technology, to work in concert with existing salon dryers. The show content played on a screen via augmented reality so that users could still see what was happening around them.

The Quad Salon launched in NYC featuring celebrity stylist Ursula Stephen, famous for Rihanna’s most celebrated looks. We invited editors, influencers, and tastemakers to experience our next-gen hair dryers. We then took over key salons in Atlanta and Chicago.

The activation was featured on Adweek.