Role:
Making Beauty an Experience
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The Challenge
Sephora needed more than a booth in Quebec, they needed a cultural moment. I led creative direction on the Artistry House and IG Cubes, designing a flow that mixed flash makeovers, aura photos, tattoos, and partner activations with brands like Jo Malone, Milk, and Skinfix. The result: over 32,000 direct interactions, stronger awareness and purchase intent, and a presence people lined up for and shared.
The Work
We built the “Artistry House,” complete with flash makeup services, aura photos, and digital tattoos: playful, memorable hooks that tied beauty to festival culture. Outside, branded IG cubes featured partner brands like Jo Malone, Milk Makeup, and Skinfix, each with immersive photo moments. The flow was designed to move people from discovery to product trial to brand connection, all in a seamless journey.
My Role
Co-Led creative vision from concept to rollout
Designed the full UX flow and presented it to Sephora’s team
Built the Artistry House with flash makeup, aura photos, and digital tattoos
Created IG Cubes featuring partner brands—immersive photo ops for Jo Malone, Milk, and Skinfix
Designed the experience to guide people from discovery to trial to brand connection
The Result
This wasn’t a pop-up. It was a full brand experience that made Sephora part of Quebec’s cultural fabric: integrating beauty with art, music, and self-expression.
32,000+ consumer interactions across MURAL and FEQ festivals
Dwell times averaged 2–12 minutes, proving engagement value
At FEQ alone, over 20,000 activations were completed
Post-event surveys showed higher Sephora awareness and purchase intent among festival-goers
Social sharing amplified reach, while Rouge members appreciated exclusive perks
My Take
It was a beast to design and deliver on tight timelines, but it paid off. We gave Sephora a presence people didn’t just notice, they lined up for it, shared it, and remembered it.
