Sephora — Store Reopening
A red carpet at the entrance, mimes in top hats and braces, magicians working the queue, and a living statue on stilts in a full black dress.
A reopening with the weight
of an event
Sephora was reopening its store at AFI Palace Cotroceni and wanted a day with weight to it, not a ribbon cutting. A queue at the door was expected, and people standing in a queue get bored fast. The tone had to stay that of a premium beauty brand: elegant, playful, worth photographing.
Red carpet animation,
in the brand's tone
Mimes in top hats and braces greeted people at the door. The magicians worked the queue directly, with the people waiting. A DJ kept the energy up on the red carpet, and a living statue on stilts, in a full black dress, gave the storefront the vertical it needed. Four different registers, all of them fitted to a beauty brand.
- Mime Artists
- Magicians
-
Living statue on stilts
The full black dress and the height off the stilts gave a fixed visual point above the red carpet and above people's heads.
-
The queue became the moment
The magicians worked the line at the entrance, so the wait turned into the part people filmed.
-
A DJ on the red carpet
The music held the rhythm of the day and tied the acts together, so the store sounded like an opening rather than a sale.
A small mobile team,
fitted to the store
Every character came from our own inventory, in a compact format that suited the space in front of the store. We picked them against Sephora's identity ahead of the day, so the brand never had to negotiate with three different suppliers for mimes, magicians and a statue on stilts.
The film „Sephora reopened its store with the feel of a real event: an animated queue, energy at the door, and the tone of a premium beauty brand."
Similar collaborations
