Role: VP, Production (with BMF Media | Partners: Gucci Beauty, Coty Inc., Sephora)

Gucci launched the new products: Gucci Beauty L’Obscur mascara and lipstick, with an immersive pop-up experience designed to surprise and inspire shoppers with all the luxury and individuality one expects from the brand. The experience drew LA’s fashion fanatics and beauty enthusiasts for the private invite-only VIP opening night launch and two-day public opening. 

• 260+ top industry insiders at VIP evening launch

• 152M+ media impressions

• 1,300+ guests over the 2-day pop-up experience

• 4K+ photo engagements with custom booth and screen test activations

Guests were inspired by a behind the scenes look at the brand portfolio with a truly immersive space featuring custom installations, a Gucci diner to refresh, screening room, perfume library, and products for purchase.

Location: Los Angeles, USA

Scope: experiential strategy, creative ideation, pop-up retail design and build, creative and technical production, venue sourcing and selection, sampling execution, program microsite RSVP, guest list curation, media and press pre/post pitching, budget and program management