BEAUTY LOOKBOOK 2020
POP UP MOB
TABLE OF CONTENT S

2
TA B L E O F C O N T E N T S
4
12
MAKE UP FOR EVER
ANASTASIA
Los Angeles
Dallas
18
28
HUDA BEAUTY
GISOU
London
New York
34
40
NEUTROGENA
BENEFIT CAKELESS
New York
Los Angeles
46
52
AMIKA
BENEFIT DINER
Los Angeles
Los Angeles
3
POP UP MOB
4
MAKE UP FOR EVER
5
POP UP MOB
6
MAKE UP FOR EVER
MAKE UP FOR EVER KNOCKED ON POP UP MOB’S DOOR TO CREATE A STAND AT THE LOS ANGELES IMATS TRADE SHOW. WE FOCUSED ON THE PASSION MAKE UP FOR EVER HAS PUT INTO COSMETICS AS A CREATIVE DISCIPLINE OVER THE YEARS, WHILE MAINTAINING A BOLD AND EDGY LOOK.
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POP UP MOB
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MAKE UP FOR EVER
POP UP MOB DESIGNED A “THEATRICAL SPACE” WHERE A MASTERCLASS WAS CREATED HONORING THE BRAND’S MISSION ON EDUCATING OTHERS ON THE ART OF MAKEUP.
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POP UP MOB
10
MAKE UP FOR EVER
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POP UP MOB
12
A N A STA S I A
13
POP UP MOB
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A N A STA S I A
POP POP MOB CREATED AN ESCAPE ROOM FOR ANASTASIA DURING SEPHORA X JCPENNEY TRADE SHOW. IT WAS DESIGNED FOR ALL TRAINERS TO HAVE AN EXPERIENCE WITH THE BRAND WHILE LEARNING ABOUT ANASTASIA PRODUCTS. THE SPACE FELT INTIMATE, WE CREATED SIX ROOMS WHICH THE TRAINERS COULD ESCAPE WITH “ANASTASIA KNOWLEDGE”. THE COOL PART WAS THAT ANASTASIA’S VOICE EXPLAINED AND GUIDED THE TRAINERS THROUGHOUT EACH ACTIVITY.
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A N A STA S I A
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HUDA BEAUTY
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POP UP MOB
POP UP MOB SURPRISED LONDON WITH A FULL IMMERSIVE EXPERIENCE FOR THE LAUNCH OF HUDA’S MERCURY RETROGRADE PALETTE. WE TOOK OVER COVENT GARDEN FOR A MONTH AND CREATED A POP UP THAT MADE EACH VISITORS FEEL AS IF THEY WERE IN OUTER SPACE WITH MERCURY IN RETROGRADE. THE UNIQUE COLORS AND MATERIALS THAT WE USED ALONG WITH THE TOP SOUND TECHNOLOGY MADE IT ONE OF A KIND EXPERIENCE. EVERYONE THAT PASSED BY GOT A SENSE OF WHAT HUDA BEAUTY IS ALL ABOUT.
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HUDA BEAUTY
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POP UP MOB
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HUDA BEAUTY
NEITHER HUDA BEAUTY NOR MERCURY IN RETROGRADE GO UNNOTICED, THEIR PRESENCE IS ALWAYS FELT. WE WANTED THIS POP UP TO BE A STRONG VISUAL REPRESENTATION OF THAT, SO WE TURNED COVENT GARDEN INTO AN UNMISSABLE HUDA EVENT.
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HUDA BEAUTY
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HUDA BEAUTY
27
POP UP MOB
28
GISOU
29
POP UP MOB
GISOU CONTACTED POP UP MOB TO TURN PAPAYA DOG, AN ICONIC HOT DOG STAND, INTO A “TAKE-OUT” OF SHAMPOO AND CONDITIONER. THIS UNIQUE IDEA WAS MADE REAL BY THE MOB. NOT A TRACE OF PAPAYA DOG WAS LEFT ONCE WE TOOK OVER THE SPACE AND CREATED A “TAKE-OUT & REFILL YOUR GISOU”. WE PLACED LARGE CONTAINERS WITH DIFFERENT GISOU PRODUCTS SO EACH CUSTOMER COULD TAKE THE AMOUNT THEY WANTED IN THEIR OWN SMALLER CONTAINERS. IT WAS A GREAT WAY TO KNOW THE BRAND SINCE WE HAD A “GISOU MENU” THAT DISPLAYED ALL THEIR DIFFERENT PRODUCTS.
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GISOU
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POP UP MOB
32
GISOU
33
POP UP MOB
34
NEUTROGENA
35
POP UP MOB
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NEUTROGENA
37
POP UP MOB
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NEUTROGENA
POP UP MOB CREATED SKIN HEAVEN AND NEUTROGENA REDEEMED OUR SKIN SINS. A FULLY IMMERSIVE EXPERIENCE WHERE VISITORS CONFESSED AND WROTE DOWN THE SKIN SINS AND SMASHED THEM INTO THE “SIN WALL” ENTERING SKIN HEAVEN. IT WAS A SKIN SIN CONFESSION PRIVATE EVENT, BUT IT HAD ALL THE BUZZ. THE SCIENCE TABLE/DJ BOOTH TO THE MIRROR INSTALLATION AND SCRATCH / SNIFF ELEMENTS ON THE DIFFERENT WALLS CAPTURED THE ATTENTION OF EVERYONE THAT WAS INVITED.
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BENEFIT CAKELESS
41
POP UP MOB
POP UP MOB TOOK OVER A RETAIL STORE IN BEVERLY HILLS AND SET UP A TRADITIONAL BAKERY SCENERY WITH BENEFIT BRANDED CUPCAKES. IT WAS THE LAUNCH OF THEIR NEW CONCEALER, THAT FOCUSED ON A “CAKELESS” FEEL.
42
BENEFIT CAKELESS
THE POP-UP EXPERIENCE FOCUSED ON A FLAWLESS, LIGHT AND “CAKELESS” LOOK THAT REPRESENTED THE REVOLUTIONARY QUALITIES OF BENEFIT’S NEW CONCEALER.
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NZ OKOEBL E S S B E NPEOFPIKTUE P C AM
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AMIKA
47
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AMIKA
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POP UP MOB
AMIKA, THE BROOKLYN-BASED HAIR CARE BRAND WAS AT THE LOS ANGELES SEPHORIA TRADE SHOW. THE CREATIVE DIRECTION OF THIS CONCEPT WAS INSPIRED BY A VINTAGE GAS STATION, SO THE CUSTOMERS HAD THE EXPERIENCE TO DO THEIR HAIR AT “PIT STOPS”. THIS POP UP HAD AN INCREDIBLE PHOTO OP AS WE RECREATED BROOKLYN’S MOST PHOTOGRAPHED CORNER IN DUMBO AND PLACED AN AMIKA BRANDED CAR.
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AMIKA
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BENEFIT DINER
P O P UP M O B
545 4
BENEFIT DINER
LINE & DINE
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B E N E F5I4T D I N E R
THE ROLLER LINER DINER BROUGHT THE BENEFIT BRAND TO LIFE. IT WAS A SPACE THAT PERFECTLY MIXED FANTASY AND SELF-CONFIDENCE WITH PRODUCT KNOWLEDGE - GIVING CUSTOMERS AN OPPORTUNITY TO FULLY EXPERIENCE AND ENGAGE WITH THE BRAND IDENTITY.
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BENEFIT DINER
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POP UP MOB 72 ALLEN ST. NEW YORK, NY
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