Role:
Making Beauty an Experience
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The problem
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 solution
Directed 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 impact
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
Why it mattered
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.
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.
