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Estée Lauder | 2019 | Beauty | Design, Procure & Build
The Estée Lauder’s #PicturePerfect Event Pad was an immersive experience that combined beauty playground with digital technology, specifically the Instagram experience. The stunning marquee located at T Galleria By DFS along Singapore’s Orchard Road shopping strip, was executed in partnership with the Estee Lauder travel retail team and their digital agency from design, to build and installation.
The moment a customer walks into a pop-up is everything. It’s when they decide if they’ll continue to browse and what their first impression of the brand will be. Therefore, everything is a part of the equation – from the arrangement of the merchandise down to the lighting that accentuates it.
Estée Lauder set out to create an innovative beauty destination where customers can look selfie-ready no matter their destination or occasion to reflect the “#PicturePerfect” theme.
While echoing the brand’s philosophy of supporting self-expression and confidence in women, the pop-up concept also needed to underscore the space’s collaborative vibe, encouraging shoppers to interact with Estée Lauder products and share their #PicturePerfect moments on social media.
The temporary and spontaneous nature of pop-ups requires a rapid design, build, implementation and removal with timelines usually measured in weeks rather than months, therefore it’s critical that the selected agency and their local partners align with the client’s goals from the onset.
With an established track record in specialising in display store-in-store (SIS) and pop-up environments across Asia Pacific, greater group was appointed by Estée Lauder because we offer a turnkey solution at a great mix of speed, quality and pricing.
For this project, greater group had just 3 weeks to design, manufacture and install both the Event Pad and HPP (high profile promotion) pop-up, one of its fastest design and completion turnarounds.
The beauty playground features an interactive event space with lots of product display touchpoints as well as a skincare and cosmetics bar where customers can try out various beauty services. Visitors can also take #PicturePerfect themed selfies at the Meitu mirror, which are displayed live on a giant 55” TV and have them printed.
Opposite the Meitu screen was a counter space with selfie props, a sticker and gift-with-purchase corner, inviting customers to spend more time in this glamourous space decked out with Hollywood showbiz-style vanity mirror lights. An additional HPP space at the rear displayed Estée Lauder‘s hero products and special sets curated to capture customers during peak hours and weekends, when the pop-up experiences its highest concentration of foot traffic.
Estée Lauder was one of the world’s first leading female entrepreneurs, the brand today continues her legacy of creating the most innovative, sophisticated, high-performance skin care and makeup products and iconic fragrances in more than 150 countries around the world through a variety of touch points both in-store and online.
This is greater group’s first collaboration with Estée Lauder. As the consumer landscape shifts, beauty brands are raising the game of both in-store and one-off experiences to win over customers. greater group has been tracking this rapidly growing sector, so stay tuned for more exciting projects in this space.