Archbrow Launch
Location : The Grove in Los Angeles, CA; July 2019
Agency : MKG
Client : Hourglass Cosmetics
Role : Lead Designer
Design Team : Sabrina Roberts
Photographer : Marissa Joy
In July 2019, Hourglass Cosmetics, a cruelty free luxury beauty brand, was launching their new micro-sculpting eyebrow pencil in their Arch Brow line. Utilizing the pop-up box on the lawn of the Grove, we created a swanky store to showcase Hourglass’ myriad of products and a launch party to specifically celebrate the micro-sculpting pencil. The shop was up for the whole month of July 2019, MKG’s longest running installation. The team drew inspiration from the brand’s campaign imagery to drive the concept of both the shop and the party. Two dimensional lines and grids became three dimensional display cases for the products, and a palette of black, white, and marble kept things sophisticated and modern. Fun moments were brought to the party through micro-foods and larger than life sculptures of the four key products in the Arch Brow line.
The store
The Hourglass pop-up shop at the Grove combined the style and decorative fixtures typical of Hourglass flagship shops around the country and the sleek imagery and colors of their Arch Brow campaign. The back wall grid that served as a DIY station highlighting the Arch Brow products, was also turned into a photo-op during the several events that occurred in the shop throughout the month. The zig zag display case in the center of the store was a key design element, housing the additional beauty products offered by the brand. The design of this shop came with its fair share of challenges, as there were no original drawings or descriptions of what the space, coined “the box”, looked like when there were no brands popping up inside. This led to a lot trial and error on site when setting the store up over 3 days, and deeply detailed field measurements taken over the course of several visits to the site.
the launch party
A week after the soft opening of the Hourglass pop-up shop, it was time to celebrate! The launch party was for the release of the micro-sculpting pencil, the newest in the Arch Brow line. The campaign imagery for the product featured a dominant and striking black grid system. We took this and turned it three dimensional, creating the bones of central folly that housed the space for a brow demo, a photo moment where guests could share their brow story, and a mini studio where our talented artist would draw a micro-portrait of party-goers and their wow worthy brows. The crown jewel of the event was the larger than life sculptures, or factices, of the four products in the Arch Brow line, inviting guests to pose and take a pic with them.
Taken by me