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L'Oreal's Big Show

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Guez Communication & Design has created a huge exhibition booth for L'Oréal USA, showcasing all of its brands.

The Montreal firm designed this 11,000-square foot space for the immensely popular AAD (American Academy of Dermatology) professional event, which was held in February 2008 in San Antonio, Texas.

The existing design (which was getting dated) needed an up-to-date look. Guez breathed new life into it by revamping the La Roche Posay booth and carrying out the mandate with new tools such as a theatre for presenting videos and conferences, making it the main attraction of this enormous setup.