Byrdie, a Clique-owned brand and destination for on all things beauty and wellness, brings their digital content to life through the Byrdie Beauty Lab pop-up, first in NY and then in LA. We partnered with household names, Nordstrom and Amazon respectively, to feature editor-curated beauty products, that visitors could test and experiment with IRL, and have a seamless point-of-purchase through the retailers. 

When we were first ideating the concept, we knew we wanted to use the idea of a "lab", we felt like it really described how we wanted our visitors to interact with the experience. But with the idea of the lab, comes a rather sterile aesthetic, and that was the opposite of what I wanted for the experience, and our brand. So instead, I tried to gather warm textures, metallics and make it more familiar, and representative of our audience. 

With the opportunity to bring Byrdie Beauty Lab to two coasts, I used the same building blocks, and then added in some personality of its host city to make each experience unique. With the help of Axiom Custom to fabricate and produce, we brought Byrdie Beauty Lab to life, not once but twice. It is my favorite project to date. 

LOS ANGELES

The Experience

In-Lab Art

Teaser Clip

Media + Social

NEW YORK

Moodboard

Banner Ads

Wildpostings