Color makes the world go round

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. Not for nothing does the twenty-first edition carry the theme "The Colourful Edition": this year's numerous trade show launches and novelties are signposts to a variety of markets, opportunities and people. MASTERS gives a backstage look at the making 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 their top model at the show, today they also want to show what they are performing in electric driving and business arrangements. MASTERS EXPO provides that space. Think of it as a declaration of love to entrepreneurship.

Color outside the lines

Colourful stands for vivid: 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 possibilities. So much diversity and different encounters. According to MASTERS, that also means colorful.

Excitement, inspiring and contemporary

The models adorning this year's campaign image are the talented dancers of Nederlands Dans Theater (NDT). Thanks to their elegance, contemporary dance talent and inspiring display, MASTERS EXPO chose a unique collaboration. For sixty years, NDT has been one of the world's leading contemporary dance companies. Housed in beautiful The Hague, the group performs to an international audience of 150,000 in Europe, America, Asia and Australia.

Working with the Masters

Behind the scenes, the real Masters were worked with for the campaign image. Leading photographer Rahi Rezvani, 'Hairdresser of the Year' Juliette den Ouden and styling mastermind Roel Schagen helped make the final result stunning.

MASTERS EXPO 2022

Mark it down in your calendar with big letters: RAI Amsterdam will host MASTERS EXPO - The Colourful Edition from December 8 to 12, 2022. Ticket sales will start in the fall, keep an eye on MASTERSEXPO.com for more information.