Fenty Beauty | The Golden Hour at Selfridges

Retail Activation, Visual Merchandising, Experiential Marketing
Mary-Site Selfridges London, Dome Site, The Trafford Centre, Manchester
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

We were tasked with designing an in-store activation for the launch of the Fenty brand at Selfridges, alongside the new Soft’Lit Luminous Foundation. The activation toured two key locations: the Mary-site at Oxford Street and the Dome-site at Trafford Centre, Manchester.

Solution.

We conceptualized, designed, and delivered Golden Hour - an immersive pop-up experience that invited customers to step into a world inspired by the warm, radiant light of sunset. The space was crafted to evoke the natural beauty and glow of golden hour, creating an atmospheric environment where guests could explore the brand’s latest innovation: a luminous foundation designed to enhance and reflect the skin’s natural radiance.

This activation stood apart from traditional brand expressions. Developed entirely outside of existing brand guidelines, the creative direction was intentionally bold and original. In close collaboration with the global brand team, we crafted a one-of-a-kind visual and experiential identity, designed exclusively for the prestigious Selfridges launch. This unique approach allowed us to reimagine how the brand could show up in the retail space - contemporary, elevated, and emotionally resonant.

Every element of the experience - from spatial design and lighting to textures, tones, and interactive product discovery moments - was thoughtfully curated to immerse visitors in a narrative of light, self-expression, and innovation. The result was a standout moment for the brand that captured attention, sparked conversation, and offered customers a memorable, sensorial introduction to the product.