Maison L'Oréal Paris Double 11 Pop-up Store

Client: L'Oréal Paris
Agency: TBWA\Auditoire Asia
Role: Creative Planning, Experience Design, Art Direction
Year: 2021

Overview

This project proposes an immersive pop-up experience for L'Oréal Paris Double 11, built around the narrative concept of a “Beauty Palace”. Through a “Magic Elevator” storyline, visitors travel across key moments in L'Oréal’s brand history, discovering hero products and completing interactive missions throughout the experience.

The pop-up journey is structured across multiple themed environments representing different eras of the brand. By combining spatial storytelling, interactive installations, and digital engagement, the campaign transforms the Double 11 promotion into a narrative-driven brand experience.

The project successfully passed the pitching stage but was not implemented due to the COVID-19 pandemic.