MAKE UP FOR EVER, a favorite of professional makeup artists, aimed to be more than just another NYC beauty store—it sought to become an edu-tainment destination. Here, fans could learn about on-set pro tips and social trends through a Go-Pro installation featuring curated trays on a conveyor belt. The copy in this bold space needed to be multipurpose—editorial, informative, and wayfinding all at once—while remaining succinct.
Client: LVMH/MAKE UP FOR EVER
Project: NYC Permanent Install
My Role: Copy Director
