Launching Fenty Beauty’s new ‘Hella Thicc’ range called for a retail experience rooted in strength, confidence and unapologetic attitude. Inspired by the powerhouse credentials of the product itself, Get Thicc Club transformed Sephora into an immersive beauty gym, blending the visual language of competitive training spaces with bold, empowering messaging and high-impact product storytelling.

At the heart of the experience sat the ‘Thicc Rooms’: a series of stylised club-inspired vignettes, each spotlighting a hero product from the range through immersive set design and interactive moments. As audiences approached, elements within the installation sprung to life, from opening locker doors revealing products to swinging boxing bags and reactive environmental details designed to stop shoppers in their tracks. Designed to feel less like a traditional retail display and more like stepping inside the world of the campaign itself, the experience drove engagement, product discovery and social-first interaction directly from the shop floor.

Creative Direction across concept ideation, spatial storytelling, visual identity and experiential execution.