Role
Freelance Designer
Creative Direction
Jeffrey Hidalgo Burch, Steven Torrisi
Overview
SSupported retail merchandising and launch activations for Makeup by Mario, developing in-store visuals and gondola systems for major product launches across global retail environments in Europe, the UK, Middle East, U.S., and Canada.
London Taxi Activation
Created a mobile brand activation for Makeup By Mario's UK retail expansion, transforming London's iconic black cabs into high-impact marketing vehicles positioned at Sephora locations, influencer events, and major city landmarks.
Execution
Brand activation, vehicle wraps, experiential marketing, environmental design
Surrealskin Foundation Launch
North America-wide retail launch of Makeup by Mario’s first foundation across Sephora stores in the U.S. and Canada, including French-language adaptations.
Scope
Designed and executed a full North American takeover across 1,400+ doors, including front-of-store window displays, a complete gondola overhaul and redesign, and activation assets spanning paid media, web, events, and in-store signage.
Gondola Retrofits: Update to 3-Bay Pluto System
Redesigned approximately 250 Sephora gondolas across the U.S. from 2-bay to 3-bay systems for the SurrealSkin Concealer launch, introducing a new shopping system that reduced engineering costs while expanding the product assortment.
Execution
Gondola redesign, retail merchandising, shade registration, tester integration.
