Sephora Pop Up for Black Friday
THE CHALLENGE
DisplayWise was approached by Sephora to create vibrant in-mall activation for the brand’s “Give Something Beautiful” Black Friday holiday campaign. The pop up experience was intended to bring to life the global campaign guidelines, featuring 3D icons, puffy textures and the signature Sephora colour palette, while simultaneously adapting them to the Australian retail environment.
Our goal was to produce a compelling holiday and Christmas experience that encouraged customers to engage with Sephora’s products during the popular gifting season. As such, DisplayWise carefully considered the global specifications and would adapt them to meet local material availability and retail standards, ensuring longevity in a high-traffic environment and maintain brand consistency across every visual element.
Service | Brand Activation |
|---|---|
Type | Retail Pop Up |
Size | 10M X 3M |
Location | Melbourne Central |
THE SOLUTION
Drawing inspiration from Sephora’s pop up global campaign, DisplayWise designed and constructed a bespoke oversized present box structure, complete with bow and ribbon accents which extended from the puffy walls to form a striking focal point. The pop up would need to showcase multiple holiday product ranges, special bundles and best-sellers from the Sephora Melbourne Central flagship store as well as strike the perfect balance of maximising visual merchandising space with the optimal customer path to purchase. Key design and build details included:
CUSTOM GIFT RIBBON PRESENT STRUCTURE
Bold bubble-like, puffy 3D textured wall panels with a custom ribbon design. This element created a visually striking centerpiece which also aligned with the Sephora pop up gifting theme.
DURABLE DESIGN ADAPTATIONS
Our team recommended a custom finish that was both a puffy aesthetic as well as being durable to withstand the four-week activation period. This material choice also ensured the structure remained pristine in Melbourne Central’s high-traffic environment while staying true to the brand’s aesthetic.
SEAMLESS BRAND ALIGNMENT
To avoid discrepancies in the magenta pink finishes, DisplayWise eliminated the use of graphics and opted for premium painted colour-matching to align with Sephora’s pop up brand guidelines.
MODULAR DESIGN FOR EASY INSTALLATION
The modular design and pre-fabrication allowed for a swift and efficient overnight installation after trade hours, with no need for hoarding or trade area closures. This approach minimised disruption to shopping centre trading and ensuring a smooth setup.
THE RESULT
Sephora’s Pop Up for Black Friday gifting activation provided a tangible, immersive space for customers to discover and personalise their holiday purchases. The Melbourne Central activation site was the perfect location and served as a bustling hub for the Black Friday and Christmas season, achieving Sephora’s objectives of driving product sales and elevating customer experiences.
The project also capped off a successful year of retail pop up partnerships with Sephora, following activations for leading brands such as Fenty Beauty, Rare Beauty, and Paula’s Choice as well as their temporary pop up store whilst their flagship was undergoing renovations.
Inspired from the Sephora experience?