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Tantalus

October 11, 2018
For the launch event, organizers sought a blank space on the ground floor. They ultimately chose a venue at 315 South Robertson Blvd. because it was near the Kiehl's store in Hollywood.
For the launch event, organizers sought a blank space on the ground floor. They ultimately chose a venue at 315 South Robertson Blvd. because it was near the Kiehl's store in Hollywood.
Photo: Hailley Howard
Inside, the space was designed to evoke a stylish dermatologist's office. At the entrance, an actress played the part of a receptionist, and a lush wall of greenery by Raven Hollow Guild created a hallway. One the wall was the phrase 'The Doctor Will C You Now,' nodding to the event's vitamin C theme.
Inside, the space was designed to evoke a stylish dermatologist's office. At the entrance, an actress played the part of a receptionist, and a lush wall of greenery by Raven Hollow Guild created a hallway. One the wall was the phrase "The Doctor Will C You Now," nodding to the event's vitamin C theme.
Photo: Hailley Howard
The product lanch was designed to be Instagram-friendly. To enter the main area, guests walked through a 10-foot hallway filled with infinity mirrors with phrases such as 'C the Difference' and C You Later Wrinkles.'
The product lanch was designed to be Instagram-friendly. To enter the main area, guests walked through a 10-foot hallway filled with infinity mirrors with phrases such as "C the Difference" and C You Later Wrinkles."
Photo: Hailley Howard
Kiehl's wanted the event to evoke the brand's touchpoints of nature, science, and service. Bars were covered in greenery, while oranges tied into the vitamin C theme. Orange-infused cocktails were poured from beakers and test tubes.
Kiehl's wanted the event to evoke the brand's touchpoints of nature, science, and service. Bars were covered in greenery, while oranges tied into the vitamin C theme. Orange-infused cocktails were poured from beakers and test tubes.
Photo: Hailley Howard
N2 Mixology served drinks with nitrous oxide that resembled science experiments. Other cocktail highlights included a drink served from a hollowed-out frozen orange, and servers wore labs coats and glasses to evoke the feel of a doctor's office.
N2 Mixology served drinks with nitrous oxide that resembled science experiments. Other cocktail highlights included a drink served from a hollowed-out frozen orange, and servers wore labs coats and glasses to evoke the feel of a doctor's office.
Photo: Hailley Howard
A series of exam chairs provided a unique selfie station in one area of the event. Hanging overhead was a mirror in the shape of an orange; the mirror gave off heat and light while guests donned orange-hued glasses. 'The new product has a heating component when it touches your skin, so we wanted to tell that story and still create an Instagrammable moment,' Barlow said.
A series of exam chairs provided a unique selfie station in one area of the event. Hanging overhead was a mirror in the shape of an orange; the mirror gave off heat and light while guests donned orange-hued glasses. "The new product has a heating component when it touches your skin, so we wanted to tell that story and still create an Instagrammable moment," Barlow said.
Photo: Hailley Howard
Another area of the event featured a strength test. Since the new serum’s vitamin C levels increased from 10.5 percent to 12.5 percent, organizers wanted to highlight that feature in a fun, interactive way. The Bosco created animated GIFs as guests tried to hit the machine hard enough to match the serum's strength.
Another area of the event featured a strength test. Since the new serum’s vitamin C levels increased from 10.5 percent to 12.5 percent, organizers wanted to highlight that feature in a fun, interactive way. The Bosco created animated GIFs as guests tried to hit the machine hard enough to match the serum's strength.
Photo: Hailley Howard
Taryn Manning served as the DJ for the event. The actress currently stars in Orange Is the New Black—which provided another wink to vitamin C.
Taryn Manning served as the DJ for the event. The actress currently stars in Orange Is the New Black—which provided another wink to vitamin C.
Photo: Hailley Howard
The pop-up space was designed to be Instagram-friendly and to highlight the product. Boxes of the new Powerful-Strength-Line-Reducing Concentrate serum were displayed throughout.
The pop-up space was designed to be Instagram-friendly and to highlight the product. Boxes of the new Powerful-Strength-Line-Reducing Concentrate serum were displayed throughout.
Photo: Hailley Howard
At Essence and Toyota’s Instagrammable playground, held in New York in December, a ”Throb' room provided attendees with a photo op in front of a giant heart that throbbed to the beat of music, creating a rhythmic monitor effect on the surrounding walls. Click here to see more.
At Essence and Toyota’s Instagrammable playground, held in New York in December, a ”Throb" room provided attendees with a photo op in front of a giant heart that throbbed to the beat of music, creating a rhythmic monitor effect on the surrounding walls. Click here to see more.
Photo: Mel D. Cole
For American Express Canada’s pop-up, held in Toronto in June, organizers aimed to give consumers a deeper, more visual understanding of how the brand impacts their lives. For a culinary-theme room, artists Troublesome Troy and SmugUgly designed a noodle-theme vignette inspired by their recent trip to Japan. Guests could pose in a life-size bowl of “ramen” with 'noodles' that hung from oversize chopsticks. Click here to see more.
For American Express Canada’s pop-up, held in Toronto in June, organizers aimed to give consumers a deeper, more visual understanding of how the brand impacts their lives. For a culinary-theme room, artists Troublesome Troy and SmugUgly designed a noodle-theme vignette inspired by their recent trip to Japan. Guests could pose in a life-size bowl of “ramen” with "noodles" that hung from oversize chopsticks. Click here to see more.
Photo: Courtesy of American Express
At Coach’s first external activation, held in New York in June, interactive, design-heavy rooms had subtle branding. One colorful room featured branded Skee-Ball, a Zoltar fortune-telling machine, and a giant clown mask. Click here to see more.
At Coach’s first external activation, held in New York in June, interactive, design-heavy rooms had subtle branding. One colorful room featured branded Skee-Ball, a Zoltar fortune-telling machine, and a giant clown mask. Click here to see more.
Photo: Daniel Salemi
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