How does one erect a truss structure (with its corresponding tarpaulins) to divide an open space like La Próxima Estación and house a total of 12 brands, 6 one day and 6 the next - with a night (or rather an early morning) in between? No, it's not a mathematical problem, it's the HUGE CHALLENGE we faced at Sephora Iberia's Beauty Rooms event.
The 200 guests were organised into groups of 35 people to perform SIMULTANEOUS trainings in each of the spaces. In order to avoid chaos and prevent voices clashing or one overpowering another, we developed a very complex technical sound project, with up to 12 audio channels so that each participant could pay attention ONLY AND EXCLUSIVELY to their trainer. And of course, everything was prepared for simultaneous interpreting, because both days were intended for Sephora Iberia, in Spanish and Portuguese.
Eight brands and eight universes to immerse yourself in and learn from, but only four rooms! If the math doesn't add up, just wait! We still have to tell you about the last-minute dismantling and reassembly that took place overnight, transforming, for example, KAYALI's floral lab into a Hollywood backstage area with COLOR WOW, or the airport recreated by Drunk Elephant into an interactive room where you could learn all about skincare with BYOMA. For the third year running, this was how Sephora's Beauty Rooms, now rebranded as BRANDS CAMPUS, operated. The 150 Beauty Consultants from Sephora Iberia rotated through each of the different spaces. Forty people in each room (like a game of musical chairs in reverse) changed rooms when a jingle blared through the hallways.
On 17 and 18 May, 150 beauty consultants from Spain and Portugal took part in Brands Campus 2024, organised by Sephora and El Baúl de las Piqué, at the Novotel Madrid Center hotel. Attendees immersed themselves in themed universes created by eight international brands, such as Kayali, Byoma and Drunk Elephant, receiving training on the latest beauty and make-up trends. Each room was radically transformed between the first and second day to accommodate new brands, offering a dynamic and creative experience under the premise "we belong to something beautiful".
2 days, 150 guests, 5 available rooms, and 9 brands conveying all the values of each launch to attendees in just one hour. The new edition of Sephora’s Brands Campvs, held on March 26 and 27, brought the most coveted beauty and haircare brands to Madrid.
An event in which we had to customize the rooms for the 5 brands on the first day, and that very night, with a 180-degree turnaround in the décor, we hosted the 4 brands of the second day. This required organizing 9 setups and their respective teardowns in less than 48 hours. In total… nearly 10 events in just two days.
The challenge? Coordinating every setup, addressing the needs of all the brands as well as Sephora’s, and creating memorable experiences and décor concepts for the participating brands.
Beauty Master is Sephora’s internal competition that recognizes their top Beauty Advisors in makeup, skincare, and haircare. It’s a key initiative to highlight the talent within the stores and put them in the spotlight.
At El Baúl de las Piqué, we designed and produced the final gala at Teatro Magno, creating an experience inspired by major talent shows: pre-event training with leading brands, live challenges, on-stage look presentations, and a narrative designed to guide the 120 initial participants all the way to the crowning of Beauty Master 2025.
Our goal: to transform an internal competition into a moment of pride, recognition, and shared emotion for the entire Sephora community.
