Project Overview
To promote its hero serum and elevate retail engagement, Clé de Peau Beauté launched an interactive pop-up installation at China’s Haitang Bay Mall—one of the world’s busiest duty-free shopping destinations. The installation invited thousands of daily visitors to explore the brand through an immersive “Aurora Room,” an infinity-style experience inspired by the aurora borealis and designed to highlight the premium ingredients behind Le Serum.
The goal: transform a retail moment into an aspirational, memorable brand encounter.
My Role
Creative Lead: Narrative, Concept & Experience Direction
I defined the conceptual foundation and experience narrative, guiding creative and production teams in shaping a premium, cohesive installation.
Responsibilities
Strategy
Developed the experience narrative highlighting the science and luxury behind Le Serum.
Identified key themes to connect the aurora concept with product storytelling.
Shaped the strategic intent for how the installation should attract, engage and educate visitors.
Creative Direction
Led the creative concept for the Aurora Room, from visual direction to interaction flow.
Guided designers, spatial teams and content creators to ensure a refined, immersive expression.
Set the tone, visual identity and storytelling structure for all elements of the installation.
Production Direction
Partnered with production, fabrication and spatial design teams to ensure creative fidelity.
Reviewed prototypes, material explorations and lighting tests for alignment with the concept.
Ensured all environmental details communicated the brand’s luxury standards.
Impact
Delivered a standout installation that elevated Clé de Peau’s presence at a high-traffic retail hub.
Reinforced the premium positioning of Le Serum through immersive storytelling.
Created a memorable brand moment that blended science, beauty and experiential design.
