Color of the Year

OBJECTIVE: PRODUCT LAUNCH | CLASSIFICATION: MOBILE POP-UP RETAIL | MARKET: NEW YORK & LOS ANGELES

Synopsis: The industry leading beauty specialty retailer, Sephora created a unique partnership with the global color authority Pantone to launch the first SEPHORA + PANTONE UNIVERSE beauty collection, featuring the 2012 Color of the Year PANTONE® 17-1463 Tangerine Tango. The objective was to launch the partnership, and introduce the full line of products in an unforgettable way.

As a dynamic approach to the traditional pop-up, I conceptualized, designed, and executed a mobile pop-up structure and retail environment as a large-scale replica of the iconic Pantone color swatch booklet. The structure stood 23 feet tall by 43 feet long, and featured a fully mechanized door that would fan out and retract to open the retail experience inside and showcase the Tangerine Tango Color of the year and harmonized tones in large scale, just like the PANTONE Color Guide. The interior design took cues from the Sephora retail outlets, and showcased the full line of SEPHORA + PANTONE UNIVERSE™ Color of the Year products. Consumers could get their makeup done by top Sephora makeup artists, make mobile POS purchases, and use specially designed iPad kiosks to join the conversation online via their social networks, all of which was aggregated on a social media feed screen which displayed all the associated web chatter in real time. The retail experience was executed in the heart of the Meatpacking District in New York, and The Grove in Los Angeles.