Winning The Drum Awards for Experiential Hybrid Event Gold is On Board Experiential and Sephora with ‘ SEPHORiA: House of Beauty’. Here is the award-winning case study. Example of winning work Creatively, we evolved the “House of Beauty” signature to capture the essence of New York City.
Our “Apartment” replaced the traditional house, inspired by artist co-ops, where aspiring makeup artists could learn from professional makeup artists and where street signs inspired event wayfinding. The virtual experience drew from the New York City apartment but broadened the appeal with surreal and playful elements. Both the virtual and in-person experiences mimicked an urban apartment with six themed rooms featuring over 50 unique interactions and photo ops.
In both environments, we immersed attendees in a chic and stunning space where they could engage with their favorite parts of a beauty event – meeting beauty icons, learning about the newest products, and enjoying incredible swag. EXECUTION: IN-PERSON First, we secured an accessible venue in the Lower East Side, which connected to a local marketplace to encourage attendees to support small businesses. We then crafted a design system and attendee journey that layered the SEPHORiA: House of Beauty narrative into the architecture of the venue.
We meticulously curated our rooms—ensuring our brand booths, photo ops, and sponsor activations kept beauty fans engaged and wondering, “What’s next?” Our stage hosted live an.
