Sephora Playhouse
To celebrate a decade of the overarching cosmetic and skincare beauty-retail concept Sephora in Singapore, a pop-up space was created with an aim to embody their brand legacy of continuous free exploration. The design borrows inspiration from 9 notable cosmetic brands and their products to create playful engagement zones for visitors to enter a ‘beauty-verse’ at every corner. Together with Sephora, and various brand identities, Kingsmen combined beauty and sophistication into a social, experimental play space.
to activate
Immersive and vibrant zones captured excitement through 3D life-sized makeup installations, oversized cosmetic products with a twist for recreational play, blue-light mirror-maze, and even an ice cream parlour. Rainbow-coloured motifs ran through the exhibition to exude fun-loving energy while encouraging boundless imagination. The transformation of the 700 sqm Civic Plaza vicinity at Ngee Ann City made use of inflatable tentage and giant LED visuals to provide dedicated brand experiences and a smooth flow of visitors amidst its dynamic offerings.
to engage
Packed with interactive beauty spaces, exclusive workshops, and meet-and-greets, the beauty wonderland mega event at Sephora foretold the retail concept’s never-ending feisty and bold movements to come and its naturally fun-loving spirit.
The spatial design of the biggest beauty pop-up is an impressionable feat into creating ‘Insta-worthy’ experiences in a mobile and temporary setting. Expanding beyond thematic environments for exhibitions, the Sephora Playhouse invited interaction and transpired the exhibition into a carnival-esque atmosphere.
key services
spatial design & build
project & design management
ideation & concept design
storytelling & experience
