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



Transition

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



Renderings