Art Direction, Digital Product Design, Pop Up Experience
The Beauty Suite is a three month pop-up shop in Macy’s Herald Square created to feature a different cosmetic trend every month. Each month the shop completely turns over theme and inventory to refresh the trend.
Problem: The department store cosmetic experience is intimidating with brand loyal sales associates pressuring the customer to only buy from one brand. The customer does not necessarily walk out with the best and most suitable selection of what she was looking for, and she may not have had a memorable impression of Macy’s as it’s own experience.
Hypothesis: If we put the very best of each cosmetic brand featured at Macy’s all in one place and organize by trend, we can change the way the Macy’s customer approaches the top brands carried with a “brand agnostic” experience.
Solve: The shop was designed with a super fun path to move her through the space with no pressure to shop, areas to hang out and learn, and free gifts along the way- exposure to over 50 brands- no strings attached!
The Beauty Suite is a baby born from The Magic Lab- a three month incubator created by Macy’s as a total immersion experience for their executives for which I was the sole Creative Lead.