Designed for Masqmai on the occasion of the launch of the new Perfect Lip Gloss collection at La Rinascente in Milan.
The space was conceived as a compact yet immersive retail corner, combining product display with a testing area where visitors could experience the textures and colors firsthand.
The design plays on the contrast between the brand’s signature neutral palette and the vibrant tones of the new lip gloss launch, creating a visual dialogue that highlights the novelty while remaining consistent with Masqmai’s identity. Beyond the featured launch, the pop-up also offered the opportunity to explore Masqmai’s core makeup line, reinforcing brand recognition and continuity.
To further enrich the experience, the launch was accompanied by the release of a branded magazine and custom-designed keychains, transforming the pop-up into a complete storytelling and brand engagement moment.