nyx smushy mart

To generate buzz for the launch of NYX Professional Makeup’s Smushy Matte Lip Balm, we created Smushy Mart, a dynamic twist on the classic NYC bodega experience. This immersive pop-up in downtown NYC, was anything but typical. It was packed with unexpected moments and sensorial surprises where ever you turned. From deli counters serving mochi to freezer doors doubling as speakeasy-style photo ops, to lotto tickets filled with surprise giveaways, the space was designed for discovery, inviting consumers to explore, engage, and leave with more than just a lip balm!

TEAM: Group Creative Director: Ariel Zuckerman | Associate Creative Directors: Amanda Jacobs | Art Director: Alice Choi | Junior Art Director: Joanne Zhang | Graphic Designers: Yiwen Tu | 3D Designer: Morgan Purtell

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