Gaining insight about new generations relationships with beauty products we understood that shopping habits had changed. Gen Z like to explore beauty brands on their own terms, testing, reviewing and creating their own individual looks. We created a unique proposition featuring a beauty playground, where fans of the brand could explore and be educated through talks, masterclasses and miniature brand ‘worlds’ . This award winning experience has been re-commissioned for 2021. I creatively directed all elements, from identity concepts through to experience vision, space design, marketing, social posts and digital comms.