Sephora / SEPHORAWOOD
Creative direction, experience design & fabricationSEPHORAWOOD is Sephora’s annual employee celebration, designed to be a celebration for all. For 2024, the brief was pleasingly simple: Sephora, but Hollywood.
Working with Shelley Oto and creative director Susan Bloom, we turned Sephora’s graphic toolkit into more than 5,000 square feet of old Hollywood, new Hollywood and the actual neighborhood, Erewhon included. We planned the layout and guest journey, set the overall creative direction, and developed every interior build and graphic element shown here.
The Sephora spaces included the entrance and coat check, SEPHORAWOOD walls, Chateau Sephora, the stage and DJ booth, a hair and makeup area, food and drink facades, and large-format posters riffing on classic films.
More than ten partner activations sat alongside six internal moments. Some partners arrived with a moodboard or programming note, while others started with a pitch. We developed each one on its own terms, then used the logic of neighboring film sets to move between very different aesthetics without the event losing its thread.
We fabricated every build element in our scope, installed the event, and returned for the full strike.
Working with Shelley Oto and creative director Susan Bloom, we turned Sephora’s graphic toolkit into more than 5,000 square feet of old Hollywood, new Hollywood and the actual neighborhood, Erewhon included. We planned the layout and guest journey, set the overall creative direction, and developed every interior build and graphic element shown here.
The Sephora spaces included the entrance and coat check, SEPHORAWOOD walls, Chateau Sephora, the stage and DJ booth, a hair and makeup area, food and drink facades, and large-format posters riffing on classic films.
More than ten partner activations sat alongside six internal moments. Some partners arrived with a moodboard or programming note, while others started with a pitch. We developed each one on its own terms, then used the logic of neighboring film sets to move between very different aesthetics without the event losing its thread.
We fabricated every build element in our scope, installed the event, and returned for the full strike.
Client:
Sephora
Creative collaboration:
Shelley Oto and Susan Bloom, Sephora
Event producer:
Kait Notarianni, Hatch
Creative direction, experience design, design development, fabrication, installation and strike:
PBZ
Graphics production and installation:
Budget Signs
Large format graphics and installation:
Chamo Studios
Florals and decor:
Hocus Crocus Florals
AV and lighting:
OwlVision
Location:
Palace of Fine Arts, San Francisco
Date:
October 9, 2024
