How This Skincare Brand Activation Made Waves (Literally) with Its Water-Focused Design

One of the event's major touchpoints was this curated display of PCA Skin’s hero hydration products.Photo: Clark Studio

LOS ANGELES—At a recent experiential event for PCA Skin, attendees soaked up more than just skincare tips. The gathering, which took place at 57 Windward in Venice Beach, Calif., aimed to bring the skincare brand's hydration focus to life. Event production and design company Sterling Social spearheaded the event and transformed the venue's second-floor blank-slate space into a sea of blue hues—in a nod to both the brand's colors and hydration.

"The space’s minimalist foundation allowed for an immersive experience transporting guests into a world of hydration and water-inspired elements," Sterling Social co-owner Angela Margolis says of the reason for the venue choice. She adds, "The concept of deep, multilayered hydration influenced the event’s immersive approach to creating a true multisensory experience."

To that end, attendees were welcomed by an illuminated tunnel simulating waves and water movement, and the stairs leading to the main event space were detailed with a vinyl water print. Inside the main space, the industrial elements were "softened by ethereal blue lighting, evoking a serene underwater ambiance," Margolis says.

Major touchpoints included a curated display of PCA Skin’s hero hydration products, a water bottle engraving station, a video booth where guests could pose with an underwater layered effect, and a space on the mezzanine level for mini peel treatments from PCA Skin’s professional line.

"The event incorporated hydration into every element—from curated cocktails inspired by key product ingredients to infused-water stations peppered throughout the space," Margolis explains. "The open, multilevel format of the space drew guests' eyes upward, encouraging them to explore the various activations of the space while also taking in the video projections and lighting design throughout."

She adds that designing a blank space is always an exciting creative challenge for her and her team. For example, the extensive lighting design allowed them to set the tone and mood and synchronize it with video and sound elements throughout the space. 

"Having the ability to rig projectors in the ceiling and use blank white walls as canvases for moving imagery was an impactful way to infuse storytelling and brand expression," she says. "Watching our collective vision come to life as the space transformed and captivated guests is always the most rewarding aspect for our team."

Like any event, it wasn't without its challenges. Margolis says they had to work around using narrow stairs and the absence of freight elevators. This meant careful planning was involved to execute the vision without bringing in excessively large items or items that had to be meticulously assembled on site.

"Despite this limitation, we were able to execute our vision and successfully create a stunning and immersive environment," she says. "We placed a big emphasis on lighting design and video projections to help with this obstacle and leaned into the minimalist aesthetic of the overall space."

Keep scrolling to see key vendors and more from inside this PCA Skin hydration event...

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