To celebrate the October 2018 launch of Artisty's™ newest line - Artistry™ Studio NYC Edition - Amway tapped Mirrorball to bring to life the online energy and engagement of Artistry™ social media with an offline multi-city launch event. The event creatively showcased Artistry™, the youth-targeted beauty products from Amway to provide an interactive, socially shareable beauty experience that brings New York City's signature energy and excitement to Austin, Miami, and Chicago.
Artistry™ encourages their consumers to LIVE vibrantly and CREATE freely. This activation commenced by transporting guests to the bright lights, non-stop energy, and unbridled creativity of the city that never sleeps; New York City! From there, we moved to Austin, Chicago and Miami.
Inspired by Lady JDay's colorful art and the kinetic energy of NYC, The Studio by Artistry™ was an environment where guests were encouraged to unleash their inner artist and create their best self as they explored the full line of Artistry™ Studio NYC Edition products.
Multifunctional stations lived throughout the space and were used for product display and beauty-focused engagements including makeup demos, expert applications, product education and sampling. An open frame design delineated distinct spaces while allowing the eye to travel, uninterrupted by walls. This also encouraged guests to experience products with an element of organic discovery as they move through and around the frames.