PRADA
PARADOXE
NYFW POP-UP
ROLE
LEAD EXPERIENTIAL DESIGNER
CREATIVE DIRECTION SUPPORT
SERVICES
CONCEPT DEVELOPMENT
SPATIAL STORYTELLING
PRODUCTION & LOGISTICS SUPPORT
ELEVATING SUSTAINABLE BEAUTY RITUALS THROUGH EXPERIENTIAL RETAIL DESIGN.
PROJECT OVERVIEW
Timed alongside New York Fashion Week, this three-day activation translated the duality of Prada Paradoxe and Paradoxe Intense into a fully immersive fragrance experience designed to blur the boundaries between storytelling, hospitality, and retail conversion.
OUTCOME
The activation became one of the first experiential-to-retail conversion pipelines developed under L'Oréal’s portfolio, generating over $45K in on-site sales while amplifying Prada Beauty’s presence during NYFW. The result was an experience demonstrating how luxury storytelling can directly translate into engagement, commerce, and cultural visibility.
CREATIVE DIRECTION & STRATEGY
The opportunity extended beyond traditional fragrance sampling, where the goal was to create a sensorial ecosystem that embodied the paradoxical nature of the campaign itself.
Spatially, the experience was designed as a layered journey of discovery, where guests moved through campaign-inspired installations and tactile interactives translating the ingredient story of the dual fragrances.
Subtle references to the Prada Caffè, further reinforced the hospitality and lifestyle surrounding the scent franchise rather than treating fragrance as a standalone product.
LEADERSHIP & EXECUTION
From concept development through execution, the project aligned experiential storytelling with measurable business outcomes. The design system prioritized guest circulation, visual capture UGC moments, consumer education initiatives, and seamless retail integration—ensuring the experience functioned both as an immersive brand world and a high-performing conversion environment.
SUSTAINABILITY AS INTERACTION
From my background in sustainability, the refill station served as a core interaction opportunity to embed circular consumer behaviors directly into the guest journey— transforming sustainability from a passive brand message into a tactile consumer ritual.
Rather than positioning refillability as purely functional, the interaction was designed as elevated participation, inviting guests to physically engage with the lifecycle of the product through replenishment and discovery.
From a strategic standpoint, the installation supported broader sustainability initiatives within L'Oréal’s beauty portfolio, demonstrating how experiential environments can be leveraged to normalize circular consumer behaviors while simultaneously increasing product engagement and retail conversion.
AGENCY CREDITS:
Agency | Gradient (New York)
Executive Creative Director | Kyra Taurman
Experiential Creative Director | Yuhan Wang
Freelance Experiential Designer | Carson Lei
Fabrication Director | Paulius Daunoras
Executive Producer | Danielle Kelley
Account Director | Michele Provost
Strategy | Mikaela Hensen
Graphic Designer | Nicole Flores