Launching Fenty’s brand new ‘Hella Thicc’ range required a retail story rooted in strength. With a brand and product that was all about confidence and knock out attitude, what better way to showcase being without limits that a pop up gym. Right in the centre of Sephora.

Inspired by the strengthening and ‘powerhouse’ credentials of the product itself,
our ‘Get Thicc Club’ brought visual cues representing a competitive training environment, combined with empowering messaging. A window display brought to life the ‘Thicc Rooms’: vignettes that each spotlighted a hero product from the range within a Club scene that brought it to life. With elements within the display springing to life as people approached, from opening locker doors revealing products through to swinging boxing bags.