Colour makes the world go round

MASTERS EXPO is Europe's exclusive business fair with a focus on craftsmanship, innovation and diversity in supply and potential. The twenty-first edition bears the theme 'The Colourful Edition' for good reason.

From December 8 to 12 this year, RAI Amsterdam will once again be transformed into the Capital of Great Business, when the exclusive business fair MASTERS EXPO focuses on craftsmanship, innovation and diversity in supply and potential. It is not without reason that the twenty-first edition bears the theme 'The Colorful Edition': the countless trade fair launches and novelties this year are signposts to a variety of markets, possibilities and people. MASTERS gives a backstage look at the making of of the campaign image of 2022.Photography: Rahi Rezvani
Styling: Roel Schagen
Make-up: Juliette den Ouden
Backstage image: MASTERS EXPO
Online editing: Mical Joseph

An ode to entrepreneurship

The luxury industry is traditionally the starting point for innovations. Where a car brand used to choose to launch its top model at the fair, it now also wants to show what it is doing in the field of electric driving and business arrangements. MASTERS EXPO offers that space. Think of it as a declaration of love for entrepreneurship.

Color outside the lines

Colorful stands for lively: the colorful type, the ravishing moment, the unique experience. There is so much to experience and see at MASTERS EXPO 2022. So many different products and options. So much diversity and different encounters. According to MASTERS, that also stands for colorful.

Excitement, inspiring and contemporary

The models adorning the campaign image this year are the talented dancers of the Nederlands Dans Theater (NDT). Thanks to their elegance, contemporary dance talent and inspiring display, MASTERS EXPO opted for a unique collaboration. For sixty years, the NDT has been one of the leading contemporary dance companies in the world. The group is based in beautiful The Hague, but performs for an international audience of 150.000 visitors in Europe, America, Asia and Australia.

Working with the Masters

Behind the scenes, the real Masters were used for the campaign image. Leading photographer Rahi Rezvani, 'Hairdresser of the Year' Juliette den Ouden and styling concept Roel Schagen made it possible for the end result to be stunning.

MASTERS EXPO 2022

Put it in large letters in your diary: RAI Amsterdam will be all about MASTERS EXPO – The Colorful Edition from 8 to 12 December 2022. Ticket sales start in the fall, keep an eye on MASTERSEXPO.com for more information.