Urban Decay BeautyCon

Experiential Design, Wayfinding, Graphic Design

Urban Decay took a road trip to BeautyconNYC & LA to highlight their most popular products, including Quick-Fix Priming Spray and All Nighter Concealer.

Let’s Take a Road Trip

Taking inspiration from UD’s products and brand imagery, we developed a road trip theme for their booth at Beauty. This concept amplifies their playfulness and edgy identity.

First Stop: Layout & Experience

PHOTO MOMENT 1

This photo moment creates a road trip scene depicting guests driving down the highway – true American style in a convertible. Additionally, this space holds the influencer meet & greet experience.

PRODUCT SAMPLING

Behind the Photo Moment 1 is a small structure to create two sampling stations for product giveaways. Having two separate access points helps with line management and better guest experience.

PHOTO MOMENT 2

Once guests grab a sample, they exit to a second photo moment where they can quickly snap a selfie or pictures with friends.

The Rest Stop: Product Sampling

Every road trip has rest stops! Taking visual cues from rest areas, small markets, and gas stations; the product sampling station is a custom kiosk structure with a counter and awning.