Covergirl Times Square
Immersive beauty playground
Our team helped envision Covergirl’s first ever physical store. We designed the two-level, 10,000 square-foot flagship, turning one of Times Square’s busiest street corners into a sleek cosmetic hub for the ultimate shared beauty experience. The goal was to create a fully immersive beauty destination where customers are encouraged to digitally experiment and express themselves with their favorite Covergirl products.
The flagship destination features a video booth where customers can make videos set to music, interactive mirrors that use artificial intelligence to virtually try on Covergirl products, and multiple photo ops encouraging visitors to share their experience on social media. The finished space is a destination-worthy beauty playground that embodies the brand’s confident essence and empowering spirit.