Benefit’s global beauty brand is all about fun – their mantra is “laughter is the best cosmetic”. They are also strong believers that all gals (and guys) deserve a great pair of arches, and during the 2017 Vouge Fashion Night Out (VFNO) planned to host a pop-up Benefit BROWbar.
In addition to accommodating the general public attending the Vogue Fashion Night, the pop-up BROWbar was also to host several mini events including an influencer party, media event, and meetups with YouTube beauty stars, Chloe Morello and Patrick Starrr. The event space included the BROWbar, a cocktail bar, Zumbo pop-up and a space to mingle.
For this event, This Space was engaged to partner on the styling and décor. The objective was to make the Benefit BROWbar THE place to be. The space had to be on brand, be fun and functional – there was only limited space to make a big impression.
Benefit has its roots in the 1970’s, so they wanted some style influence from that decade. The small space (able to accommodate 30 guests at a squeeze) had to ensure form and function were paramount and that from every angle the space looked Insta-worthy. This included ensuring elements such as a pop-up bar, entry feature and functional furniture for people to linger in a while, looked amazing from every angle. In addition, they wanted to provide a specific photo opportunity that encourage visitors to share their experience with Benefit on social media.
A few weeks out from the event, we learnt that the original space allocated by Myer was no longer available. The new space was within the Lingerie section of the department store… right next to a style of underwear which didn’t exactly match the Benefit brand. The undergarments couldn’t be moved, so we had to create a screen that blocked it from view whilst in the Benefit space and that also looked presentable from the other side. It was a flawless cover up!
We love working with brands to ensure their events – big or small – get reach far beyond the guests that are present on the day. Styling a space so it looks good is one thing but going the extra mile to create specific photo opportunities that are fun and on brand is really what makes your decor decisions a success.
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