Maison Margiela wanted to create a pop-up experience in theme to their latest perfume launch: Afternoon Delight. This fragrance captures the aroma of French Vanilla and Madeline cookies fresh out the oven.

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Working with a team of designers, we activated in a retail space in Brooklyn that would serve fresh madeleine, coffee, pasties and hand-sketched art. Our scent-memory sketch activity provided a sensory journey that intricately connected the fragrances to guests’ own personal and unforgettable memories. The results? A standout launch that boosted brand awareness, sales, and drew a 6 AM line.

For the overall pop-up experience, we wanted to reiterate Maison Margiela's core style and branding while adding some natural elements vignettes in New York.  My responsibility was to create signage, posters, menus, and other decorative design pieces throughout the pop-up. 

Clean

Airy

Whimsical 

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                4 Months