Panoramour

We use one of the most recognizable buildings in Warsaw Ufficio Primo space in the form of an instaspot. The layout design of the space referred to the eye, which was an ingenious reference to the premiere product - L’Oréal Paris mascara. In the pupil of the eye, we placed a catwalk where each guest could show “I'm worth it.” We focused not only on popular activations like Glambot, but we created unique, made to measure digital solution combined with classic for makeup brands elements for beauty brand events such as makeup stands. On screens suspended from the ceiling we placed L’Oréal Paris branding, which was eye-catching element. We add special touch - dance show was choreographed and performed by popular dancer Suzie Pacalowska and her crew.

We designed dedicated for this event solutions and engaging immersive guest path. Each zone visited by guests uniquely carried a message about the products, the brand and its values. We started with a morning masterclass with L’Oréal Paris makeup artist Val Garland. The meeting, to which we invited selected media and influencers, was streamed online. Masterclass is not only a makeup show, but also a conversation about values and consistent pursuit of goals on your own terms. The space was then transformed into the backstage of the evening event. We enhanced the traditional catwalk with a camera production, the image was edited live and was immediately sent to the guests. In the evening, we presented “new” L’Oréal Paris in full glam! Eye catching products display was the first step. Next one was - multimedia value zone, we gave the floor to our guests. We asked them to elaborate on the statement “I'm worth it,” and we displayed their answers on a diode. The Glambot also served to emphasize courage and feminine strength – “show that you are worth it!” In the center of the venue and attention we placed round catwalk with digital upgrade. Guests were filmed, and then the edited shots were sent directly to them, ready to share on social media!

The main challenge for the production was to combine three independent events into a coherent communication sequence. The meeting with Val, Makeup Before for Influencers and the final event had to work perfectly and resonate in the context of the Panorama mascara campaign lounge with Kendall Jenner. Additionally, the whole thing was realized in Ufficio Primo, which is usually the most luxurious office space in Warsaw, which made the production logistics have a night-time dynamic. The biggest production challenge was the round screens suspended in the building at a height of 12 meters and the activation with a round catwalk in which 4 operators, 2 stage managers and a vision director took part. The whole thing was edited live and after a while it was sent in the form of a professional recording of the guests from the catwalk.

80 GUESTS AT WORKSHOPS WITH VAL 638 GUESTS AT VIP PARTY 1,17K POSTS ON INSTAGRAM & TIK TOK 8,86M VIDEO VIEWS ORGANIC 238K ENGAGEMENTS 15 PR CLIPPINGS & PRESS INTERVIEWS

This event was a part of the multichannel L’Oréal Paris Panorama mascara campaign. Content created during the event was included in the campaign e.g. on TikTok.

We based the concept on rental items, and manufactured items were additionally used in pop-ups appearing in shopping malls as part of the campaign. The set design elements continue to be used at L’Oréal Paris brand events and other brands in the L’Oréal portfolio.