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".
