Givenchy Beauty Launches First Makeup Pop-Up With Bloommiami

Givenchy worked with Bloommiami to launch its first makeup pop-up in the travel retail market. The retail-focused design and production agency produced, implemented and managed Givenchy’s activation, creating an immersive beauty experience for travelers at Los Angeles International Airport. This is the first collaboration between the design agency and the Parisian fashion and cosmetics house.

Located inside DFS, LAX in the airport’s Tom Bradley International Terminal, the 70-square-foot activation introduces travelers to Givenchy’s latest launch: Le Rouge Liquide, a magical lipstick whose promise is to dress your lips in liquid velvet. A real black leather sheath, the iconic Givenchy metal stud, and the honed silhouette of a classic lipstick, by all appearances, the illusion is perfect. It is only once opened that Le Rouge Liquide reveals its secrets. Instead of the traditional stick, it flaunts a foam applicator and a resolutely different formula - packed with pigments and with a one-of-a-kind liquid texture, this new lipstick hides a pen-style mechanism in the luxury signature Givenchy case. The activation also features over 30 lipstick shades from several of Givenchy’s signature lipstick lines: Le Rouge, Rouge Interdit, Gloss Interdit, and Le Rouge Perfecto.

“Givenchy Beauty is not currently present in LAX so this one-month pop-up animation was the perfect opportunity to celebrate our brand’s unique and innovative products, strengthening the desirability and attractiveness of Givenchy cosmetics within the market,” said Daniella Caballero, senior marketing manager, Travel Retail Americas.

The activation’s design promotes consumer-brand interaction with different engagement touchpoints throughout. Travelers can try on lipsticks, receive beauty consultations from a Givenchy representative, make purchases, and take glamorous GIFs at the activation’s photo booth, which features halo lighting to capture the perfect shot. Travelers are encouraged to share their experience on social media using the hashtag #THISISNOTWHATYOUTHINK to emphasize the product’s unique texture and velvety finish.

“We adapted the design from Givenchy’s merchandising guidelines so that it was custom tailored for this unique location at LAX and appealed to a specific consumer demographic. It was also important to the client that the design create a sense of place while also allowing for a certain level of visual transparency,” said Darin Held, partner at Bloommiami.

Bloommiami incorporated materials into the design that helped create an exclusive environment for travelers. Mirrored surfaces were used to enlarge the space and give travelers the opportunity to view color sampling easily, and reflective black surfaces were strategically placed to elevate the appearance of the activation’s structural elements.

“It was an honor working with such a globally recognized brand and deliver a first for them. LAX travelers will walk away from the activation with an appreciation for Givenchy lipstick lines and the brand as a whole,” added Held.

The activation is available through August 31.

ABOUT GIVENCHY

In 1952, driven by the spontaneity of his youth and the boldness of his convictions, Hubert de Givenchy presented his first collection, and in doing so, gave birth to the world-renowned French Fashion house we know today as Givenchy Couture. Five years later, the fashion designer became a perfumer, giving birth to Givenchy Parfums, a branch of the brand which has perpetuated the values of its founder by releasing chic and innovative creations for over 60 years.

In 1989, Givenchy makeup was founded. Givenchy makeup had only one aim: enable women to enhance their beauty. Inspired by its heritage and driven by boldness, Givenchy evokes a free and modern vision of elegance, which could be summarized in the following two words: Fearless Classic. From fragrances to cosmetics, its designs celebrate uniqueness and advocate creative freedom.

ABOUT BLOOMMIAMI

Founded in 2001, Bloommiami is a multidisciplinary design, architecture and brand-consulting agency specializing in travel retail, hospitality, and experiential marketing. Our deep understanding of the consumer journey has positioned us as a global leader in retail design for the cruise and airport industries. We build, manage and install interactive experiences for internationally recognized brands such as Tiffany & Co., SHISEIDO, La Prairie, L’Oreal Paris, Carrera Eyewear and many more.

Bloommiami is located in Miami’s Little River district. For more information, visit www.bloommiami.com.