Redken introduced a mobile, experience-driven activation during New York Fashion Week, designed to amplify the launch of the Acidic Bonding Concentrate 24/7 Night + Day Serum. The concept connected product innovation with cultural relevance, leveraging Sabrina Carpenter’s hit “Espresso” as a creative entry point for audience engagement.

The installation reimagined traditional product sampling through a pop-up café format, bringing an unexpected hospitality layer into the NYFW environment. Guests interacted with the brand through espresso service, curated beverage moments, and tactile product discovery, creating a natural bridge between the campaign narrative and the physical experience. The café structure transformed the launch into a social, high-energy encounter rather than a conventional promotional setup.

The design approach emphasized a premium yet playful aesthetic rooted in Redken’s brand language. Visual cues drawn from the product packaging informed material choices, graphic execution, and environmental branding. Luxe black surfaces, dimensional logos, and iridescent accents reinforced the hero product while maintaining strong visual presence within the fast-paced city backdrop.

A larger-than-life product replica served as a focal point, functioning simultaneously as a sculptural brand anchor and a high-impact photo moment. This element strengthened memorability and encouraged organic content creation, extending the activation beyond its physical footprint.

Deployed across key NYC locations, the experience combined brand storytelling, cultural timing, and spatial design to create a visually distinctive and socially driven launch moment aligned with the energy of New York Fashion Week.

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