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Bastion Experience for L'Oréal - Mugler

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Mugler - Star of the Show


In a striking collaboration, Bastion Experience and DisplayWise joined forces to create a powerful brand activation for Mugler Angel Elixir at Westfield Parramatta.

Inspired by the brands’ global designs, Bastion Experience introduced a captivating concept DisplayWise was entrusted to refine for the local Australian market and site. Mugler debuted in fragrance over 30 years ago and was the first brand to deviate from the traditional use of floral ingredients. However, times have changed and the evolution of the ‘Angel you don’t expect’ brand story provided the perfect foundation to launch the new Angel Elixir.

Key elements initially designed for a larger footprint needed to be transformed to fit a more compact 5×3 activation space, whilst aligning with L’Oreal’s sustainability directives as well as adapting the preferred materials and consumer path to the local retail market.

Bastion Experience for L’Oreal – Mugler
Retail/ Brand Activation
Westfield Paramatta
15 sqm
4 2 - Bastion Experience for L'Oreal - Mugler - DisplayWise
2 4 - Bastion Experience for L'Oreal - Mugler - DisplayWise

THE Solution

Harnessing the power of market leading expertise, the partnership between Bastion Experience and DisplayWise successfully navigated the global guidelines to deliver a flawless display for the local market. To meet the POP campaign objectives, our team were tasked to recreate a socially engaging infinity activation and manufacture a mesmerising product showcase to launch the new Angel Elixir fragrance and relaunch the full Angel franchise.

Firstly, the stargate experience was reimagined to extend out from the back wall which would attract shopper attention but also enhance social engagement with the target audience. As such, DisplayWise undertook extensive research and development to create an infinity mirror concept that highlighted a meticulous attention to detail. Captivating the attention of customers within the space, the mirror achieved a remarkable 16x reflection effect by skillfully combining a mirrored acrylic sheet at the rear and a clear acrylic sheet with reflective film applied to the inside face. The union of the mesmerising infinity mirror with the star archway was undeniably a beacon for shoppers with the intention of an illusion that the LED lights within the infinity mirror continued into the void. This was achieved by prototyping the depth, placement and reflective nature of the chosen materials. This ensured the customer could see their reflection in the ‘Mugler universe’, aimed to increase social media engagement with ‘selfie moments’ as well as achieve the desired multi-sensory product discovery experience from the product sample table within. LED strip lighting was also used to surround the infinity mirror and was recessed to carefully outline each star along the arch, bringing the concept to life and illuminating the entire area.

The product showcases also required a redesign as the aesthetic intention was to be constructed purely from acrylic that included an illuminated logo, gloss surfaces and acrylic supports with a cascading light wash. Therefore, our team was required to make additional material recommendations to reinforce the acrylic components without sacrificing the desired impact and visual appeal. A black screwless raised floor was also used to compliment the overall polished look and integrated seamlessly with the star floor graphics within the archway.

Sustainability formed a joint commitment for Bastion Experience and DisplayWise as they embraced L’Oréal’s guidelines and tailored products to align with the local market. All internal walls and cabinet structures used Green Tick ® MDF materials for construction. The Green Tick ® Certification Standards are based on the International Standards Organisation (ISO) standards for health and safety, environment, greenhouse gas reporting, life cycle and conformity assessment. To further minimise environmental impact, key stand components were hired, including the flooring and a prominent 86-inch screen, effectively reducing waste and the environmental footprint.

Additionally, the edge ramp and framing used extruded aluminium which is 100% recyclable and reusable for future activations. The LED lighting in the shelving, stargate tunnel and infinity mirror all used low voltage LEDs to maximise energy efficiency and minimise power consumption. 

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Bastion Experience was impressed by the exceptional outcome from their collaboration with DisplayWise for the Mugler Angel Elixir experience. The activation surpassed expectations and beautifully showcased the product, leaving a lasting impression on shoppers. Our team demonstrated innovative design skills to blend the creative vision with technical expertise as they transformed global brand concepts into an enchanting reality for the local market.

DisplayWise achieved the objectives of the campaign by reaching the target audience based on trade area data, showcasing the new fragrance and relaunching the full Angel franchise in a physical POP environment.

3 4 - Bastion Experience for L'Oreal - Mugler - DisplayWise

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