The visual concept: fisheye optics and mirrors
In the lively setting of Via Vincenzo Capelli in Milan’s Porta Nuova district, the Sephora Collection pop-up celebrated the debut of the IT’S A STRETCH mascara. To translate the product’s promise into images, we joined forces with the KIT ROOMS team inside a spectacular mirrored booth. The installation featured a strategically positioned camera fitted with a fisheye lens, designed specifically to replicate the distorted, eye-catching look of the official launch campaign. The play of reflections and the ultra-wide perspective turned every session into a true immersion in the brand’s visual identity.
The user experience: poses and dynamism
Stepping into the mirrored structure, visitors were guided through a quick, engaging interactive flow. The technology behind our photo experience invited participants to try three consecutive shots in different poses, making the most of the depth of the space and the perspective lines created by the set-up. The software handled high-definition capture in real time, ensuring flawless lighting despite the complexity of the reflective surfaces. The sequence of three frames let each guest express their personality, generating spontaneous content perfectly in tune with the event’s contemporary tone.
Instant sharing: photo strip and GIF
At the end of the shoot, the experience took shape both physically and digitally. Guests instantly received the classic photo strip print customised with the mascara’s design, perfect as a tangible keepsake of their visit to the pop-up. At the same time, the system generated a dynamic animated GIF from the three shots in real time. Thanks to a smooth interface, participants could enter their email address to receive the digital file immediately, optimised for sharing directly on their social media channels.
Brand engagement in the heart of Milan’s Porta Nuova
Our work during Milan’s Beauty Week shows how technology applied to beauty events can amplify a brand’s presence both on site and online. The immersive set-up drew a steady stream of visitors intrigued by the unusual fisheye framing, spreading Sephora Collection’s message organically. Through the synergy between scenic design and technical precision, the brand activation offered a high-quality tangible keepsake and turned every participant into a natural ambassador for the new IT’S A STRETCH mascara.
Contact us to design a personalised, memorable photo experience for your next retail or corporate event.
