TEAM CTRL+ALT+DESIGN
s s e l r a fe
About Us
TEAM CTRL+ALT+DESIGN
EMILY SHAW
MICHAELA ELLISON
GABRIELLE BLUM
Project Roles: Group Leader, Graphic Design, Physical Space Ideation
Project Roles: Sephora Research, Play Activation & Physical Ideations
Project Roles: Historical Research, Quiz Generation, Physical Ideations
Instagram: @emilyraynadesigns
Instagram: @mellisondesigns
Instagram: @gabriellebluminteriors
Emily is a senior soon to graduate with a BFA in Interior Architecture and minor in Dance from Endicott College. Emily has interned at various design and architecture firms including Gensler Boston. She has a passion for graphic design and has recently started doing virtual commissions.
Michaela Ellison is a rising junior Interior Architecture major at Endicott College. She participates in many extra curricular activities such as the Repertory Dance Ensemble and Endicott College Interior Design Club. Michaela also participates as an on campus leader for Orientation.
Gabrielle is a rising Junior studying Interior Architecture with a minor in Education from Endicott College. Gabby has interned at multiple architecture and design firms throughout the Rhode Island area. She is the current President of the Interior Design Club at Endicott.
Our fearless Story Our campaign for the SEPHORiA Fearless tour is to focus on what it truly means to be fearless when it comes to the beauty industry. We were inspired by the idea of inclusion that was discussed throughout the brief; we wanted to expand upon that idea. We also were inspired by the Sephora Squad’s motivation to stand up for what they believe in and their involvement in movements towards the acceptance of others. We want to inspire a feeling of strength within SEPHORiA attendees by reminding them of their importance and highlighting their ability to make a difference. To accomplish this, we designed an activation space that would allow them to understand their worth far beyond the surface level.
Big Idea
It can be easy to develop a focus toward superficial beauty rather than looking inside oneself for value. Sephora, a brand with an incredible mission of empowerment and acceptance, can be viewed simply as a place to buy products to improve one’s outward appearance. Our goal is to clarify the connection between inner beauty and the Sephora brand for shoppers and to be a catalyst for inspiration in the beauty community. Our big idea for the space is to have visitors partake in an interactive quiz that allows them to learn more about their unique qualities and genuine strengths by associating their best internal attributes with a physical feature. This outcome will help them understand their personal values, allow them to explore new products and styles, and create a sense of community as groups form within the space based on quiz results. We have utilized historical leaders and the Sephora Squad to facilitate the realization and inspiration process. This space will simultaneously activate guests’ excitement for making a change and create connections between the beauty community and social movements. We aim to inspire users to explore makeup in a new way.
Fearless Qu z On your day off, you are: A B C D
Which profession would you prefer to be in?
Getting up early and getting straight to work organizing your closet. Getting out of the house to either spend the day at the mall or just go for a long walk. Spending the day watching movies or going on picnics with your family. Sleeping in and relaxing by taking a hot shower and putting on your favorite show.
When you go to a party, you: A B C D
A B C D
Offer to help the host and make sure everyone is okay. Flirt with strangers or make new friends. Have long conversations and tell stories all night long. Arrive late and leave as soon as you feel bored.
A B C D
Cheese and Crackers Candy Chips and Dip Popcorn
You like to observe but rarely post anything yourself. You are always posting, especially your opinion on hot topics. You post sometimes, typically photos with your friends or dog. You typically post inspiration for others.
Total:
A
A social influencer A veterinarian A personal trainer
You work too hard and over analyze situations. You are a big flirt and have a hard time committing. You care about others, but forget to make time for yourself. You are persistent and don’t explore other options.
What is your guilty pleasure?
What most accurately describes your social media habits? A B C D
A psychiatrist or therapist
What is your biggest flaw?
What is your go-to midnight snack? A B C D
A B C D
B
Putting off a task that needs to get done. Keeping up with all the latest gossip. Staying in your pajamas all day. Ordering takeout because you can’t be bothered to cook.
If you were stuck on a deserted island, what would you want with you? Some food and water until someone can find you. A A flashlight to explore what is on the island. B A sleeping bag or your favorite stuffed animal to give you comfort. C Some tools to help you get food and build shelter. D C
D
Our Narrative The narrative for our design is the guest’s process of discovery after entering the space. We explore the concept of creating a connection between our aspirations, personalities, and the products that we are using on a daily basis. Throughout the guests’ experiences, we aim to show them how to love themselves on a deeper level. Every person who enters the event is able to learn how they are unique, that they are able to make a difference, and that there are people thinking like them in the beauty community who are ready to support them. The design will gain momentum from different locations chosen for their relation to important social issues. This storyline speaks intimately to Sephora’s demographic because it pushes the inclusivity and strength that Sephora values. The use of a quiz focused on self discovery is trendy for their age demographic. Gen Z is known for self-improvement and self-discovery, making this activation something that would be drawn to.
App & Booklet Design
s s e l ef ar SHOWING VISITORS THAT THEY ARE FEARLESS AS WELL...
TO SUPPORT USERS DURING THE EVENT
s s e ef arl
Our design includes the possibility of an app that could be used throughout and after the event. When first opening the app, it allows you to pick your location and learn about the historical event that occurred there.
Exploring your #SELF E
The main purpose of the app would be to provide a comprehensive quiz that will eventually place them into one of four groupings; Eyes, Lips, Hair or Skin.
Your best feature
These results provide visitors with a SELFiE description based on their unique qualities and strengths; these are separate from their physical appearance. This will allow visitors to enter the activation with an open mind, as they begin to associate beauty products with their inner beauty as opposed to their outward appearance.
Booklet Alternative Alternatively, if the event is smaller scale or has a lower budget, booklets can be utilized to facilitate the same immersive experience for guests that will lead them throughout the space.
Create your own
#SELF E
An additional feature of the app could be to create a digital #SELFiE that guests can use as a SEPHORiA-branded emoticon after the event.
Physical Design
Layout The physical space is designed based off of the quiz’s four feature groups.
EYES LIPS HAIR SKIN
Entrance
The initial moment when entering the space is a portal introducing guests to the historical site they are located at. They are greeted by an immersive timeline that describes a leader who held an integral role in their movement, such as gender equality, LGBTQ+ equality, racial equality, and body positivity.
The inclusion of digital SELFiES could aid in creating a deeper connection between guests and the highlighted historical figures.
FEARLESS LEADERS = FEARLESS LOCATIONS Through our design and our choice of locations, we want to honor our differences and represent places where change originated. We focused on various social issues throughout history and the movements that made a lasting impact on society today. Our tour visits four of these locations and honors the sacrifices and fearlessness of certain inspiring individuals. We arranged the order of our locations by the dates in history that the social issues occurred.
1
2
QUINCY, MA
3
CHICAGO, IL
WASHINGTON, D. C.
4
NEW YORK, NY
Abigail Adams, 1776
Henry Gerber, 1924
MLK Jr, 1963
Mary Duffy, 1979
wrote a letter to her husband entitled “Remember the Ladies” which urged him to not forget about all the women that helped fight for America’s independence.
started the Society for Human Rights, which became the first gay rights group in America.
delivered his famous “I Have A Dream” speech at the March on Washington
created Big Beauties/Little Women which became the first agency in the world specializing in plus-size models and Petites.
Heart Space
Immediately after exiting the portal, guests are given an introduction to the app, or booklet, depending on the event’s budget. This element will reveal the big idea of the space--discovering their ‘best feature.’ The guest can then enter the heart of the space and sit or stand to observe everything around them before diving in. Here, they can observe the SEPHORiA #SELFiE screens, take note of how everyone is interacting with the space, take their quiz and learn what their “best feature” is before immersing into their groups.
If the app is integrated, guests could also choose to share their virutal #SELFiE.
selfie share
Feature Groups
Once they have entered their zones based on their quiz results, they are able to get their makeup done or learn more about products that can accentuate their personality features. There are expert tables designed to mimic the shape of a house with hanging mirrors for maximum visibility. This is where makeup and hair artists can work with the guests.
makeup & hair artists
Photo Opportunities
Guests are then prompted to take SEPHORiA #SELFiES with modular screens based on their preference. The screens are on wheels and slide to fit perfectly into a house-shaped structure, acting as a backdrop for photos. Each zone has one screen with an abstracted design, one with empowering verbiage to fit their personality, and some that are customizable with expo markers for those who are feeling extra creative.
eyes
lips
hair skin
Photo Opportunities
In addition to the screens, more physical photo op experiences where guests can take additional photos are available in each zone.
Lips Eyes Skin
Hair
Area Overviews Eyes Hair
Area Overviews Lips Skin
Interactive Games After being immersed in their respective zones, guests can then play interactive games on teams with other members of their personality groups as incentive for more freebies. A game example would be life-sized connect four that resembles an eyeshadow palette. Different teams would have their own chips based on their groupings.
eyes hair lips skin
Play Area
Another activity that guests can interact with after leaving their zones is a play zone where they can create their own mini palette with free samples. Guests could choose their products based on the result of an additional quiz within their app or booklet, recommending them new products to add to their daily routine that will highlight their inner beauty. The play zone would be a dual-sided, house-shaped table with product inside and empty palettes for product placement. The product would be organized and monitored by event staff.
play zone
selfie share
Sephora Squad
We researched various Sephora Squad members and have strategically placed them within our four locations based on what they advocate for with their media platforms. Each of our locations corresponds to a specific social movement. If the Sephora Squad was to visit these events based on our recommendations, they would be living proof of how these movements are still alive today and how these inspirational people are a part of the beauty community. We wanted to show how people can be much like fearless leaders throughout history by showcasing these individuals that stood for their beliefs. To incorporate the Sephora Squad members into our space, we gave the heart center of the design an open lounge area where they could hold seminars and socialize with visitors. The screens in the heart of the space would be able to project information about these individuals if necessary and even display their #SELFiES. Visitors will be able to access this information through their app or booklet and can communicate virtually with the squad members.
QUINCY, MA
CHICAGO, IL
WASHINGTON, D. C.
NEW YORK, NY
Abigail Adams, 1776
Henry Gerber, 1924
MLK Jr, 1963
Mary Duffy, 1979
wrote a letter to her husband entitled “Remember the Ladies” which urged him to not forget about all the women that helped fight for America’s independence.
started the Society for Human Rights, which became the first gay rights group in America.
delivered his famous “I Have A Dream” speech at the March on Washington
created Big Beauties/Little Women which became the first agency in the world specializing in plus-size models and Petites.
#SEPHORASQUAD
#SEPHORASQUAD
#SEPHORASQUAD
#SEPHORASQUAD
Sarah Louwho @sarahlouwho Nabela Noor @nabela Grace Atwood @graceatwood Tiff Benson @tiffbenson Monica Muse @monicastylemuse Samantha Stung @stung_by_samantha
Ryan Potter @ryanbpotter Kevin @flawlesskevin Ciere @cierejewelmua
Ilekkiya Suppiah @limitlessbwl @_ohemaabonsu Shalom Blac @shalomblac Whitney Madueke @whitneymadueke Aa’isha @slaybyisha Erick Glam @glambyerick
Mary Amremias @maryamremias Arielle Espana @arielle.espana Ashley Quiroz @ashghotcakess Christina Vega @christinavega_ Liraz Roxy @glambyroxy
Journeys After all of these experiences, guests are encouraged to explore the entire space as it is designed in a circular layout, supporting smooth traffic. Guests can explore other zones if desired after immersing themselves in their own. The space would facilitate press incredibly well because of its layout. When standing in the center of the space, it is easy to create seamless panoramas of the entire space and see all of the different activities that are occurring in each zone. This would make it easy for the event to be filmed or broadcasted, or simply just observed by those who are just wanting to dip their feet in.
EVENT GOERS PRESS / VIP
Staying Connected
SEPHORiA guests can stay connected after the event via the app or the booklet combined with Sephora’s existing social media.
- QUIZ & QUIZ RESULTS - LOCATIONS OF NEARBY SEPHORAS - SEPHORA EVENTS
- SEPHORA SQUAD STORIES - ARTISTIC ELEMENT / COLORING
- COUPONS
OR
Key Performance Indicators
Our event would be a success for many reasons, the most notable being:
1
Sephora would be capable of recommending products that need more sales in the personality results. This would promote guests creating connections with products they may not usually focus on.
2
The space creates a new interest in different beauty products that guests may not have typically grabbed for as a result of the quiz--for example, someone who may have not previously worn eye makeup prior to the event will become intrigued to start after being placed in the eyes group, using eye makeup as a means of showing their personality and inner motivations. The sampling products offered to guests allows them to experience new brands within Sephora; the sampled products could become a valued element in their daily beauty routine.
3
The space is designed for connections between guests, specifically those placed in the same groups. Physical and social interactions as a result of the zoning, and supporting each other as team members in challenges motivates guests to form bonds with others. Through the activities at SEPHORiA, guests can form friendships thanks to Sephora, making an emotional attachment to the brand because of this.
4
The app or booklet will provide initiative for guests to continue taking quizzes to explore new ways of viewing beauty products after the event while also providing coupons as incentive to actually buy these new products.
5
The social media aspect of sharing #SELFiES and their trendy nature brings awareness to SEPHORiA and Sephora as a whole, making others desire to attend the event or learn more. Additionally, using positive interactions on these posts as incentive for prizes at the event can help to further create connections between guests that could last after the event.
6
Including the Sephora Squad members at their respective locations as a representation of historical figures today and utilizing them for seminars, advertisements, and more can allow both them and the guests to feel encouraged and inspired to explore how they can make a difference with makeup. This will in turn encourage them to explore makeup further through Sephora.
7
The space is incredibly versatile--it can become a more digital experience with application integration, or it can be a more budget friendly, smaller event with booklets and cost-effective structures. This can allow the event to happen multiple times at various scales as needed to support the brand and generate revenue.
8
Advertising the event to have a connection with social issues will bring new audiences to the event that may not have previously attended, help Sephora bring in new sales and also expand their audience to better match their mission as a company.
Thank you!