Macy’s Beauty Suite
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. I was the Creative Director of this project.
The Shop
For the physical structure design and build of the shop, I chose Softlab, an NYC based environmental design studio led by Michael Szivos. I knew they would come up with something awesome matching my vision for a reflective enclosure attractive from far away in the huge 34th street location. We landed on pink rock candy as an inspiration.
Makeup and Sugarfina display on the left and beauty working counter on the right- an inviting place for the customer to sit and learn about her chosen look from the artist.
Customer tears off the look she wants
Four possible “looks” are displayed on the butcher block paper. The customer tears the look she wants off of one of four pads and gives it to the makeup artist. Notes can be taken on the sheet, and she can take that home along with her gifts and purchases.
Lipstick vending machine, interactive magnetic wall
Customer receives a free token for hashtagging #macyslove from the makeup artist to try her luck at the vending machine full of Sugarfina candy and cosmetics. The selfie wall has magnetic shapes that can be moved and arranged. I designed all of this and worked with the vendor to source the mechanics and build everything.
Social media generated from the pop-up shop
Sugarfina display and The Red Lip
For this pop-up I suggested Sugarfina as our candy partner and was able to begin a vendor relationship with them for the very first time with Macy’s. On the right- display of “The Red Lip” products where one can compare the best reds from all brands in one space. This is a new approach for Macy’s where typically brands are kept separated.
Sam Ushiro Video
I wrote and provided art direction for a video for the pop-up shop working with Influencer Sam Ushiro whom I already had a working relationship with from my own company in Tokyo.
Above is the video playing on the first floor of Macy's Herald Square
Working on Videos
We filmed in Macy’s Long Island Studios. I was on set to ensure it all went to plan and on standby to grab lots of used candy from our models!
Macy’s 34th Street Jumbotron
Video advertising the pop-up shop played in the rotation on the Macy’s jumbotron for the three month duration of the shop.
Influencer Kellie Brown's video
Video of social media influencer Kellie Brown playing within Macy’s Herald Square.
Aww Sam blog post
I arranged the promotional blog posts by Sam Ushiro sharing the Beauty Suite to with followers. Photos by Kyle Larsen.
Special Guests Kellie Brown and Sam Ushiro
Kelly Brown and Sam Ushiro visit the The Beauty Suite for a special guest meet and great with their fans to help us promote the experience. They participated in free makeup giveaways and attended our launch party.
Gift with Purchase
I designed a pouch for guests who made a purchase of $50 or more using design elements from the shop and over saw production of the pieces.
Mobile View of Site
Sitelet I designed for the Beauty suite which lived on macys.com leading up to and during the pop-up shop lifetime shows viewers all of the trends and when each one will be available in-store.
The Red Lip
The site I designed for the Beauty Suite was up on macys.com starting one month before the shop opened and during the duration. The content on the site changed three times from Lip, to Eyes, to Skincare to match what was featured in the shop and included tips and tricks for all of the available looks.
