julien Farel Salon & Spa

Acing the hair game courtside

a Brand Campaign for US Open VIP Salon & Spa Pop-Up

Julien Farel Restore Salon & Spa storefront brand campaign with US Open 2024 promotion. Window display reads 'Ace Your Hair Game' in neon blue text with a tennis racket design.

project

Ace your hair game

INDUSTRY

Fashion & Beauty, Professional

WHAT WE DID

Art Direction, Branding, Campaigns, Copywriting, Concepts, Creative Direction, Graphic Design, Out of Home, Print

Creative Direction: Michelle Keller & Fabrice Frere
Graphic Design: Michelle Keller
Interior Salon Photos: Caroline Tompkins @Vogue
Production: PlanetFab Studio

PlanetFab teamed up with Julien Farel Salon & Spa for their 16th year at the US Open, crafting a brand campaign that captures the event’s spirit of excellence. The concept – “ACE YOUR HAIR GAME.”

First up, the NYC flagship salon window, where our electric blue graphic set the visual tone. This narrative carried through to the ultra-exclusive Julien Farel pop-up salon inside Arthur Ashe Stadium.

Here, the Julien Farel Salon & Spa brand campaign truly comes to life. A massive feature wall dominates the space with bold colors, creating an immersive environment.

For Farel, it’s not just about haircuts; it’s about creating a space where everyone feels like a champion. Our visual identity transforms the salon visit into a memorable experience – and serves up for some great paparazzi ops!

From the flagship salon to the VIP pop-up, PlanetFab’s concept-to-execution for out-of-home and print media resulted in a bold, cohesive brand campaign, brought to life through art direction, copywriting, and graphic design.

Smartphone displaying Julien Farel's brand campaign US Open 2024 'Ace Your Hair Game' promotion website, held against blurred urban background
Julien Farel tennis-inspired brand campaign poster with blue tennis balls forming on green background
Julien Farel 'Ace Your Look' brand campaign tennis-themed poster for 2024 US Open
Julien Farel US Open 2024 brand campaign promotional wall display with 'Ace Your Hair Game' slogan
Julien Farel cutting client's hair at US Open tennis tournament salon"
Julien Farel US Open 2024 salon interior with tennis-themed decor and stylist at work.
Julien Farel US Open 2024 brand campaign 'Ace Your Hair Game' campaign featured in tennis magazine spread with player profiles
Everyone has been so responsive to the design this year and they all love it!! Merci pour tout. 🙏🙏🙏
Suelyn Farel
julien fare salon & spa