New York Fashion Week is where the elite gather to strut their stuff. We teamed up with Birchbox to give chic editors, PR professionals, and influencers a chance to kick up their heels and get to know the subscription makeup brand that makes looking good effortless. Our challenge was to build a temporary space in NYC’s hip Chelsea Market where A-Listers could sample products, refuel, and leave fiercer than they entered for the rest of the week.
Sweet as Candy
From a raw space to a wonderland. We designed a beauty mecca reminiscent of a classic penny candy store. Poppy colors, a candy wall, and geometric lines made sure our guests felt the energizing effect of the pop-up. We encouraged guests to sample the many Birchbox products, and a gift-wrapping station offered the perfect solution to last minute afterparty goodies.
Our beauty salon offered 7 vanity stations manned by some of the country’s top artisans. There, guests could grab a quick blowout, brow shaping, or manicure so the paparazzi never caught them on an off day. To encourage guests to show off their looks, we produced vlogging stations, an Instagram wall, and live NY Fashion Week coverage for creators to do their thing.
Perks on Perks
Something for everyone. We created a Men’s Den that incorporated luxury for all the guys sitting front row. Shoe shines, manicures, and mini-facials kicked their look up a notch.
Relax, recharge, and rehydrate. Our lounge offered cloudlike seating and mobile charging for a much-needed pause. Video monitors looped branded content, making sure Birchbox stayed on the brain, while brand ambassadors in aprons served out some upscale food and beverage.