Challenge

An event on a grand scale. Six fragrances, six emotions, six immersive experiences, run in two cities.

Award-winning beauty brand Charlotte Tilbury turned to us to produce their Future of Fragrance Experience, a 10-day pop-up event to introduce their new Collection of Emotions fragrance range of mood-boosting scents to global media, influencers, and customers.

How could we ensure that the brand’s creative vision for this multi-sensory world of magical storytelling was brought to life perfectly and down to the very last detail in London, and then recreated in Paris?

Insight

Producing a hyperphysical experience that mirrors the effects of the fragrances and connects with visitors on an emotional level across completely different rooms is a huge challenge, especially when combined with the scale of the 500-square-metre space.

Careful logistical planning was critical, along with the need to work nimbly and proactively to source and build props in our workshop over six weeks, manage 60 specialists on site 20 hours/day, and ensure props could be packed up for a safe move and set up in Paris.

Our approach involved careful planning and coordination to tackle a project of this scale, including:

• 220m² timber panels – enough to cover an entire basketball court.
• 130m² mirror panels – roughly half a tennis court.
• 1,000 meters of softwood timber – the height of 11 Big Bens stacked up.
• 4 real trees – bringing nature right to the heart of the build.
• 500kg of rocks – a grand piano’s weight.
• 18.9M LED pixels to illuminate the space with stunning clarity.

Solution

By combining our production expertise with Charlotte Tilbury’s big, bold and utterly fabulous storytelling, the spaces truly epitomise the brand’s essence.

The result? Moments that connect with visitors, taking them through an emotional experience that’s hard to forget.

Offering adventure and escapism, visitors are transported through cosmic corridors and magical scent portals, immersing them in colours inspired by healing crystals and props that nod to each scent’s theme. Retro disco ball unicorn, anyone?

It didn’t end there. Ongoing space changes over the 10 days supported the launch party, interviews, and daily masterclasses.

Results

“Working with StudioXAG on our Global Fragrance Launch and Event has been an incredibly seamless experience from start to finish. We felt safe in the hands of the project management and proactive production team and all challenges were accommodated and handled with positivity, topped by the incredibly organised production team who achieved the most amazing results we could have expected!”

Georgios Koumnas, Global Director of VM, Charlotte Tilbury

“Studio XAG is an incredible company to work with, their communication is second to none and the production is such high quality. It has honestly been such a pleasure to work with the entire team throughout the project and while on site they were amazing. The entire business raved about how incredible the site was and we would 100% recommend them for any project, you would be stupid to not use them!”

Heather Kennedy, Head of VM & Store Design, Charlotte Tilbury