Hotel Sephora
2022
Sephora needed a fresh, high energy concept for their bi-annual media and VIP showcase. The goal was to find a fun and glamorous way to bring over 30 different beauty brands together under one roof, giving them a platform to educate influencers and press about their latest products. It had to be more than just a display; it needed to be an immersive environment that felt unique and, most importantly, provided endless opportunities for content.
We landed on the Hotel Sephora concept, taking over the brand-new, light-filled Emirates Golf Club Pavilion and turning it into a boutique hotel experience. From the second guests arrived, they were part of the story, starting at a branded check-in desk where they were greeted by a bellboy in a custom made suit with signature Sephora magenta detailing. We built out the theme with a variety of photo moments, including a setup with Sephora branded luggage and trolleys, encouraging guests to start capturing content right at the entrance. The airy layout of the pavilion allowed us to give each of the 30+ beauty brands their own space while maintaining a unified hotel vibe, and we leveraged the building’s exterior for massive, high-impact branding that made a statement before guests even walked through the door.
The event was a huge hit with the media and influencer community, offering a playful yet high end atmosphere that felt perfectly aligned with the Sephora brand. By creating a fully realized hotel world, we gave attendees a reason to explore every corner of the space, resulting in massive social media reach and high engagement for the participating beauty brands. The feedback was fantastic not just for the visual impact, but for the way we managed to make a large scale showcase feel intimate, organized, and genuinely fun.
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