I CAN, I AM, I WILL — An Immersive Empowerment Experience by Louis Byrne.
Old Compton Street, Soho, London
In the heart of Soho, a space was transformed into a sanctuary of self-expression, creativity, and unapologetic empowerment.
On a single unforgettable day, over 150 guests stepped off the bustling streets of Old Compton and into a curated journey designed to ignite the senses and inspire the soul. This was not just an event — it was an experience.
THE CONFESSION BOOTH — THE BEGINNING
Guests were first welcomed into the space with intention. A vintage-style Confession Booth stood as the first portal into the experience. Here, visitors recorded raw and honest personal introductions — a powerful moment of reflection to mark the start of their journey.
MEMORY & TRANSFORMATION
The atmosphere was thick with nostalgia and inspiration. A vintage TV played confessions from previous projects, whispering stories of transformation, courage, and truth.
Then came the empowerment transformation. At the hands of visionary hairstylist and movement creator Louis Byrne, guests received personal hair transformations — not just about style, but identity, power, and reclaiming space. Each transformation was paired with an intimate explanation of the I Can, I Am, I Will Wellbeing Journal — a tool for self-discovery, grounding, and mindful empowerment.
THE PORTRAIT STUDIO — YOU ARE THE ART
Each guest then stepped into the spotlight as acclaimed fashion photographer Liam Buddy captured bold, unapologetic portraits in a custom-built studio set. A moment where every guest became the muse — their confidence and presence immortalized in frame.
They then returned to the Confession Booth one final time to record their personal manifestation — "I Can, I Am, I Will" — anchoring the experience in intention and future-forward energy.
THE DETAILS
Activation Partner: L'Oréal Professionnel
Press Coverage: Evening Standard
Guests: 150+ including influencers, editors, artists, and community trailblazers
Gifts: Curated goodie bags for all attendees
I CAN, I AM, I WILL
This pop-up was a living installation of the movement — a reminder that transformation is not just possible, but beautiful.
You are the art. You are the story. You are the movement.
THE PURPOSE & PASSION FILM
A colossal 18-foot projection became the beating heart of the space. Guests gathered to witness The Purpose & Passion Film — an emotionally charged cinematic piece capturing the ethos of the movement. A visual meditation on authenticity, resilience, and collective strength.
THE EVENING UNFOLDS
As night fell, the experience crescendoed in intimacy and celebration.
An emotional performance by the Dementia Choir filled the space, a reminder of music's power to connect, heal, and uplift. Louis Byrne delivered a heartfelt introduction to the movement, grounding the crowd in its purpose.
As the evening continued, DJ Katio Owen and icon Princess Julia curated a sonic journey — a vibrant mix of sound and spirit that held the space for connection and celebration. The room pulsed with energy, filled with editors, influencers, changemakers, and guests who came not just to witness, but to be part of something meaningful.
