This will be the second year Jack Morton has produced the professional hair competition, which is now in its seventh year.
The event will include the reveal of the highly anticipated Wella TrendVision 2010 - the four key hair trends conceived by Wella's creative directors.
These trends will be interpreted in immersive ‘trend zones' around the venue using other key influences such as music and fashion.
Attendees will have the opportunity to watch live styling sessions and workshops on stage, before being entertained by a yet-to-be-revealed multi-platinum selling British singer.
"Wella is the leading brand in the professional hair care industry and we are delighted to be working with them again to create this truly immersive, powerful and engaging brand experience," said Jack Morton Worldwide managing director Julian Pullan.
The event recently won the silver award for the ‘most immersive brand experience' at the Brand Experience Awards 2009.
To leave a comment and let us know your thoughts.