Case study
L'Oreal and NYX Beauty Pop-up Series
One retail build that travelled four malls in six weeks, relocating overnight and looking identical in every location.
- guests
- 62,000
- partners coordinated
- 5
- days on site
- 18
- Delivered
- 2025
The challenge
A travelling retail build has two enemies: brand colour drift across reprints and a relocation window that closes at 06:00. The client needed the same experience in four malls, each with a different footprint and different mall regulations.
Scope delivered
- Flat-pack modular retail build with a try-on bar
- Brand-matched graphics with a single print run for all four locations
- Interactive shade-matching station with consented data capture
- Trained brand ambassadors across six weeks
- Overnight relocation logistics between malls
How it was executed
All graphics for all four locations were printed in a single run against one Pantone proof, which removed colour drift as a risk entirely. Spares were printed at the same time and travelled with the build.
The build was specified to flat-pack into a fixed truck loadout, and the relocation was rehearsed once in the warehouse before the first move. Each relocation took four hours and forty minutes against a six hour window.
Data capture was written into the experiential spec with consent handling as a mandatory line, so the client received a clean, permissioned list rather than a pile of unusable scans.
Service categories on this project
Each one was written as its own work package, priced by competing partners against the same requirement spec.
- Client
- L'Oreal and NYX Professional Makeup
- Venue
- Four Riyadh malls
- Format
- Riyadh
- Delivered
- 2025
The numbers
- Locations
- 4
- Relocation time
- 4h 40m
- Opted-in contacts
- 9,400
- Reprints required
- 0
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