Percept ICE, the Experiential Marketing, Event Management & Brand Activations Domain Company of Percept Limited, conceptualized and designed multiple bespoke stalls for brands AmorePacific, COSRX and Rom&nd at the Nykaaland beauty festival held from November 03 – 05, 2023 at the Mahalaxmi Race Course in Mumbai.
Nykaaland, a first-of-its-kind beauty festival in India, was a grand curation of splendid global and home-grown beauty and fashion brands, who displayed their collection for fashion and beauty aficionados to experience the extensive range of products pre purchase. Creatively designed zones such as ‘The Illuminator’ featured immersive brand activations along with visually appealing Nykaaland Instagrammable installations. The Spotlight stage showcased vibrant themed entertainment, while The Foundation featured over 80 iconic international and Indian beauty brands with their vast product range. Some of the world’s best makeup artists, dermatologists, entrepreneurs and tastemakers came together for this melange on everything fashion, beauty and lifestyle.
Percept ICE’s scope of work included conceptualizing, planning, fabricating and producing bespoke stall designs for AmorePacific, COSRX and Rom&nd. For COSRX, Percept ICE created an innovative concept “Skincare is a walk in the park with COSRX”, which saw an eye-catching central product display with verdant green foliage and wooden rafters that highlighted the theme. A Hexagon mirror cluster added to the lustre and glam quotient of the stall. The seamless interplay of these dual areas offered a great photo op to visitors. Percept ICE also fashioned a Wishing Tree where visitors wrote their skin care resolutions and hung it on the tree. A colourful picnic table that served as a Tester Table enabled guests to sample the product range.
The Rom&nd stall was ensconced in blush pink tile wallpaper to create a ‘Fun girls getting ready together’ exuberant and youthful vibe. The Magazine photo booth with a soothing blush pink rafter backdrop and curated brand copy spread on the jacket offered guests an opportunity to click a lifelike photo of themselves on a magazine cover. The novelty of this activation saw droves of visitors visit the booth to click their pictures and post the same on their social media handles. A Vanity zone with mirrors and the brand logo atop served as another fun photo op. Attendees also got the opportunity to decorate their Rom&nd products with various stickers placed on the vanity table.
Percept ICE exhibited four brands at the AmorePacific stall viz. Laneige, Sulwhasoo, Innisfree and Etude. Each brand showcased its own unique colour and identity, and this was further amplified by extending the product display colours onto the floor with an aim of creating a rare, immersive and entertaining flooring that smartly leveraged the brand identity. A claw machine displayed various minis of all four brands packed in baubles, which added to the element of excitement and curiosity around the products. The plinko game with the AmorePacific branding, four brand colours and exciting prizes mentioned at the bottom on the game saw much enthusiasm and engagement with visitors.
The three days of Nykaaland saw many celebrated personalities visit the AmorePacific, COSRX and Rom&nd stalls including Janhvi Kapoor, HRVY (UK’s pop music sensation), Masaba Gupta, Nushrratt Bharuccha, Alaya F, Katrina Kaif, Banita Sandhu, Jim Sarabh, Kriti Sanon, the makeup maestro – Mario Dedivanovic, Malvika Sitlani, Daniel Bauer, Sima Taparia, Ritviz and DJ SA.
Sanjana Mehta, Creative Lead, Limese said, “We worked closely with Percept to conceptualize and fabricate two of our brand stalls – COSRX and Rom&nd at Nykaaland. Working with Percept ICE was a delightful experience. They were always proactive in their communication, completely hands on from inception to production, and delivered seamlessly within the tight timelines of the project. From the inimitable, vibrant designs conceptualized, to the final products created on-ground, it was exactly as promised. Everybody loved the unique and bespoke concepts, and the feedback from the visitors at our stalls has been great. We look forward to working with Percept ICE on many future endeavours!”
Mini Sood Banerjee, Assistant Director & Head of Marketing, AmorePacific stated, "Amorepacific is extremely excited to partner with Percept for the Nykaaland project and we can truly say that it was the right choice to on-board Percept on this challenging project. Percept ICE was absolutely hands on at every step of the assignment, spanning brainstorming over multiple ideas for the entire design of the booth, to ideating on the games we wanted placed in the booth to amplify our customer engagement. Percept not only produced a great booth, but also provided a dedicated Account and Project Manager who made the process seamless despite the tight time frames. Overall, the collaboration brought positive results for Amorepacific, and we thank Percept for designing and crafting a spectacular production."
Said Khushi Singh Chaudhary, Vice President – Strategic Planning & Luxury Marketing, Percept ICE, “It was an interesting mandate to design bespoke zones for three diverse brands at Nykaaland. Every client is unique, and this comprehension necessitated that we curate an exclusive and smart mix of customized designs, activations and offerings for AmorePacific, COSRX and Rom&nd, that not only distinguished their unique brand identities and range of products, but also helped them achieve their specific goals at India’s first ever beauty festival. Piquing and maintaining heightened levels of customer engagement throughout the three day festival period was of prime importance to drive footfalls, brand-customer interface and positive word of mouth publicity. We are thrilled with the feedback received from our clients, visitors at the stalls and across various digital media platforms. Looking forward to creating many more such bespoke projects for our clients in the year ahead.”
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