Members of the public are being invited to stop-off at the black and yellow-coloured space to receive a complimentary styling service, where staff will use products from the brand's new Studio Pro range.
Upon completion of their session consumers enter a branded photo booth, which captures an image of their new hairstyle, ready for sharing on social media.
Rare Breed has also partnered with Ocean Outdoor to enable participants' images to be displayed on a digital billboard located opposite the pop-up.
The brand’s "Who do you want to be today?" launch campaign for the new Studio Pro range also includes a mobile app, where users can test out new hairstyles using the camera on their mobile phone.
Virginia Gelardin, senior brand manager at L’Oréal Paris said: "Collaborating with Rare Breed and Ocean has brought this launch to life in a unique and digitally disruptive way, bringing the consumer to the forefront of the campaign."
Ed Lumley, account manager at Ocean Outdoor added: "This is one of the most engaging and eye catching activations we’ve delivered using our digital inventory."
L'Oréal is set to activate at Reed Business Information's New Scientist Live event, which is taking place from 22-25 September at Excel London.