Beauty festival installation at Magazinul București

Authors’ Comment

The proposal was designed for a one-day commercial event, hosted in an unfinished, industrial-like space inside Magazinul București. The installation had to mediate the contrast between the rough, raw character of the venue and the desire to create a vibrant, glamorous atmosphere, specific to the world of beauty.
To achieve this, the design relied on a bold visual language, using vivid colors and pop-inspired accents to create an expressive and optimistic setting. Although the scale of the objects was relatively small, the intervention was conceived as a coherent circuit spanning three floors, making full use of the building’s open central core. This vertical void enabled a unified spatial perception and established a visual connection between the levels.
Each floor had its own thematic identity, tailored to the audience and product categories on display. The setup was not only a promotional backdrop but also an interactive space designed to encourage social interaction, product testing, and recreational activities. Visitors were invited to explore, engage with the installations, and enjoy moments of relaxation within a playful, immersive environment.
Through this approach, the project transformed a temporary, unfinished space into a vibrant event-scenography, successfully combining commercial functionality with the visual and experiential impact expected from a contemporary beauty festival.