Reimagining the traditional beauty pop-up through the lens of Americana road-trip culture, NYX Gas Station transformed product discovery into a social-first brand world designed for exploration, participation and content capture.

Built to feel less like retail and more like stepping into a stylised alternate reality, the experience combined immersive set design, beauty experimentation and high-energy interaction to drive both physical footfall and organic social engagement.

Creative Direction, Experience Concept & Spatial Design.