OVERVIEW

We loved working with the Rare Beauty team on the NYC launch of their Soft Pinch Tinted Lip Oil line. Presented with the theme “ALIVE WITH COLOR”, we took the project from a general concept to a complete experiential identity all its own.

Tasked with creative ideation, 3D design, venue scouting, and full-scale execution, we dreamed up a larger than life installation to highlight the pink shades – and mood – of the new product. Through the use of color, shapes, and light, we created a space that felt as surreal as it did grounded in brand messaging.

Our objective was to differentiate the event from a “meet and greet” by providing irresistible, engaging activities throughout, while seamlessly incorporating the guest into the brand’s story. We achieved this by starting with an entrance moment of “endless” product-shaped LED doorways, and ending with a digital collage wall casting guests in the official campaign photos.

UGC was encouraged by a live panel discussion with Selena Gomez herself, interactive sampling rooms, and branded food and beverage options. Gift boxes in clever, premium packaging compelled attendees to share their exclusive experience, making this the night that beauty influencers everywhere wanted to be a part of.