top of page
logo-gucci.png

MASCARA LAUNCH

BEAUTY POP-UP

Brief /   Design a launch event that highlights the new mascara line and also displays the other makeup product

Agency /   BMF Media

Brand /   Gucci Beauty

We created a pop-up on LAs Melrose Ave that brought traffic and publicity, both on and offline, to Gucci Beautys new mascara line. The experience included their lipsticks and perfume lines as well. Celebrities and influencers received a preview with an afterparty to celebrate, and the second day was open to the public to experience the eccentric world of Gucci.

Gucci-microsite_edited.jpg
Gucci-iPhone-03.2 copy.png
Gucci-iPhone-03.3 copy.png
Gucci-iPhone-03.1 copy.png

PRE-EVENT TEASING

We developed creative assets to tease the Gucci Beauty pop-up such as paid social, OOH advertising, and a microsite. These assets can be activated across channels to create awareness leading up to the event. The design of these were vintage inspired and incorporated the existing lipstick artistic direction to flow with the brand.

With the homogenous beauty landscape and onslaught of edited perfection on social media, the Gucci philosophy of embracing individuality stands out. We wanted to apply the same ideal to our attendee experience, to reveal their individuality and embrace difference in a world of conformity.

BMF x Gucci-1 space(onBlack).jpg
AP169999.jpg

CONCEPT 1

Gucci Beauty Network Studios

(Winner)

CONCEPT RENDER

Step through the curtains and behind the scenes of the #GucciBeautyNetwork. Visit the studio departments and different sets to craft your custom looks and express your individuality. Each studio set encompasses a different type of product or theme so embrace your creativity and express yourself!

BMF x Gucci-2 Space(BW).jpg
GeorgeIV-gallery-1600.png

CONCEPT 2

The Gucci Beauty Gallery

CONCEPT RENDER

Guests enter a gallery that immerses them within the Gucci Beauty universe — historical art pieces from different time periods alongside contemporary campaign imagery on lit screens — all with a focus on EYES.

LIP AND EYE

GALLERY

Traverse a hallway with more art images. What appear as frames on a wall are colorfully tinted windows into the lip and eye gallery, where BAs await attendees to give them transformative looks.

​

FRAGRANCE

UNIVERSE

After makeup, attendees are immersed in the world of each scent, Guilty, Bloom, and Memoire. The adjacent rooms lead into one another with picture frames for the door, as though you could walk into a painting in a gallery. 

​

THE SCREENING ROOM

After touring the Gucci Beauty Gallery, guests will attend a cocktail party happening in a contemporary installation art environment where Dani Miller and Jeffertitti will perform. Attendee portraits will be displayed on an installation of vintage-inspired TVs.

Due to other work engagements, I only participated in the proposal phase of this project for concept development, graphics, and renderings, which we won, however I was not present for the activation stage. 

bottom of page