Proenza Schouler Arizona Fragrance Launch

Client: L'Oréal
Role: Design  
Agency: Bureau Betak

Image: Bureau Future

Theme: Desert Psychedelia

Inspired by Land Art that further emphasize the vast, dreamlike landscape of contrasting elements in Arizona.

Journey Part I: Introduction

Through a dreamy soundscape, guests encounter the Arizona logo rising out of a massive sand mound juxtaposed up against existing architecture. The sand mound acts as step and repeat for VIP guests.

Images: Bureau Future


Descending down the central stairs, guests gradually get immersed into a glowing fog corridor that opens up into the party environment.

Images: Bureau Future

Journey Part II: Party Landscape

Downstairs is a series of sand + concrete monolith installations including fragrance display, video tunnel photo moment, stage, bars with sunset-inspired cocktails, and 21-foot wide LED screen. Lit by the Arizona desert exploration imageries on the screen, guests dance their night away to DJ’s and special performance by SZA.

Images: Bureau Future