CREATIVE STRATEGY, ART DIRECTION
CLIENT: ULTA Beauty x Refinery29
Create an experience at 29Rooms that would drive awareness for the opening of ULTA Beauty’s first store in NYC and position the retailer as a playground for beauty enthusiasts.
Evoke the playful feeling of shopping at ULTA Beauty by reimagining a nostalgic environment of play through an artistic lens of beauty.
The Beauty Carousel was an interactive installation that invited attendees to unleash their playful spirit with ULTA Beauty. The hero installation was surrounded by a colorful mylar structure that created a moment of surprise that piqued attendees' curiosity from afar. Through the mylar, guests discovered a functioning carousel that featured vignettes that brought to life the world of ULTA Beauty.
Guests took turns riding the carousel and interacting with oversized renditions of the signature ULTA Beauty lipstick, nail polish, and eyeshadow palette. Gumball machines filled with samples of ULTA Beauty products surrounded the carousel, creating an additional layer of surprise and delight.