Challenge
We were approached to create a one-of-a-kind, immersive experience for Rihanna’s latest brand, Fenty Hair, launching exclusively at Selfridges’ Corner Shop, the most sought-after retail spot in the country, with over a million passersby every week.
The experience is set on Mane Street, a pastel-hued vision of an iconic all-American town, where style is on every corner and hair codes are rewritten. The rulebook is torn up, empowering people to achieve whatever style they want.
Our challenge was to bring that vision to life in store:
- Introducing Fenty Hair to the UK, connecting consumers to their products
- Raising brand awareness, fuelling social buzz and press
- Driving trial and play moments through a multi-sensory experience
- Highlighting all of the Fenty brands – including Fenty Hair, Fenty Beauty and Fenty Skin