To celebrate Sephora’s 10th anniversary in Singapore, KR&D—the creative arm of experiential design firm Kingsmen—crafted an interactive pop-up space in the city’s Ngee Ann City Civic Plaza. With nine zones dedicated to some of the iconic beauty store’s top brands, the 10-day event boasted playful details like oversized 3D makeup installations, ball pits, a maze, trampoline, lipstick slide, and an ice cream parlor. Vibrant hues added to the carnivalesque energy of the imaginative spaces, which were housed in 7,500 square feet of inflatable tents, with guests invited to participate in various brand experiences, workshops, and meet-and-greets. Sephora’s recognizable black and white stripes and giant tubes of its eponymous lipstick brand greeted guests upon arrival, while rainbow-colored wayfinding helped guide visitors through the immersive experience.

“We want to inspire a continuous and free exploration of a beauty-verse that brings people into an impressionable wonderland at every corner,” says Jason Chua, design director at Kingsmen. “To make it an effective event, we conceptualized larger-than-life interactions spatially, sensually, and socially, creating a daring and encapsulating way to experience the products and the brands.”