It was a beauty makeover—but of an architectural sort. To launch Calvin Klein’s new fragrance Euphoria, AO Production transformed an empty TriBeCa retail space into a gallery setting for the scent, with displays inspired by the scent and the bottle’s design.
“The event’s visuals were designed as an installation reflecting elements of Euphoria—metal and glass, lush fragrance ingredients, and the jewel-like amethyst color of the fragrance,” said Daniele Cardelia, vice president of global public relations at Unilever Cosmetics International, who oversaw the event. In a nod to the scent’s properties, videos by art director Fabien Baron of tropical landscapes were visible through metal portals on the walls. “It was a way to present the fragrance that was beautiful but also interactive,” Cardelia said.
The illuminated columns already in the store worked into the aesthetic—perfect for Klein's trademark clean, simple look. Lauren Messelian of Florishop installed a metal floor that emulated the brushed aluminum of the bottle and put together displays that showed off a number of tropical derivatives used in the product, including amber, and mahogany—bananas were also exhibited—a reference to Baron’s video landscapes. Some were displayed atop pedestals and others in an unconventional way—on the floor.
Taste Caterers prepared a menu with citrus crab salad on lotus root chip, fava bean crostini with Meyer lemon oil and shaved pecorino, grilled sirloin served on homemade parsley flatbread, yellowfin tuna served on wonton crisp, Peking duck in scallion pancakes, and smoked chicken and grilled vegetables wrapped in green tea crepe. Taste also prepared a signature drink based on the color of the glass fragrance bottle—a pale purple cocktail that combined pomegranate, lemongrass, and vodka served in a highball glass.
—Mark Mavrigian
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“The event’s visuals were designed as an installation reflecting elements of Euphoria—metal and glass, lush fragrance ingredients, and the jewel-like amethyst color of the fragrance,” said Daniele Cardelia, vice president of global public relations at Unilever Cosmetics International, who oversaw the event. In a nod to the scent’s properties, videos by art director Fabien Baron of tropical landscapes were visible through metal portals on the walls. “It was a way to present the fragrance that was beautiful but also interactive,” Cardelia said.
The illuminated columns already in the store worked into the aesthetic—perfect for Klein's trademark clean, simple look. Lauren Messelian of Florishop installed a metal floor that emulated the brushed aluminum of the bottle and put together displays that showed off a number of tropical derivatives used in the product, including amber, and mahogany—bananas were also exhibited—a reference to Baron’s video landscapes. Some were displayed atop pedestals and others in an unconventional way—on the floor.
Taste Caterers prepared a menu with citrus crab salad on lotus root chip, fava bean crostini with Meyer lemon oil and shaved pecorino, grilled sirloin served on homemade parsley flatbread, yellowfin tuna served on wonton crisp, Peking duck in scallion pancakes, and smoked chicken and grilled vegetables wrapped in green tea crepe. Taste also prepared a signature drink based on the color of the glass fragrance bottle—a pale purple cocktail that combined pomegranate, lemongrass, and vodka served in a highball glass.
—Mark Mavrigian
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True to the Calvin Klein image, the look for the Euphoria fragrance launch was sleek and minimal, and showed off elements of the product’s packaging and the scent’s ingredients.
Lauren Messelian of Florishop put together a display of objects that tied into the origins of the fragrance and the landscapes in Fabien Baron’s promotional videos—including some cases exhibited on the floor.
Taste Caterers served Peking duck in scallion pancakes on stark, modern trays.
Waitstaff from the Party Crew served drinks that emulated the perfume’s color.
