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Gucci Beauty Network Studios

ROLE: STRATEGY/CREATIVE DEVELOPMENT LEAD
AGENCY: BMF

Gucci’s first ever consumer pop-up had to be big.  Working together with Coty, the brand's licensee, I conceptualized the Gucci Beauty Network Studios to launch the new Gucci Mascara L’Obscur, a buildable and intensely black ultra-lush mascara.  The concept took inspiration from the market which had been selected for the pop-up, and the Alessandro Michele's global campaign creative.  A retro Los Angeles movie/TV studio was conceived in which consumers could go behind the scenes to discover their own content, and become the protagonists in their own narrative.

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GUCCI

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In an effort to discover the world of Gucci Beauty, the interactive pop-up featured rooms to explore Gucci’s perfumes and makeup collection, complete with vanity mirrors and AR video tutorials of how to apply the mascara, making the perfect set for viral-worthy social media moments. 

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The event featured live performances and sets by Dani Miller, one of the faces of the Gucci Mascara L’Obscur campaign and lead singer of punk band Surfbort, as well as Jeffertitti and Rainey Qualley.

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Notable guests including Beck, Soko, King Princess, Zoe Bleu Arquette, Langley Fox, and more were in attendance and some of the very first to preview the Gucci Beauty Network Studios.  The event exceeded the brand’s KPIs.  

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