For the launch of La Vie Est Belle L’Elixir, a bold and sophisticated reinvention of its iconic fragrance, Lancôme entrusted Exhibition with the mission of creating a grand and impactful activation. In an era where consumers seek unique brand experiences and aspire to form deep connections with them, we created our first event-driven installation, in tune with contemporary social grammars.
We thus envisioned an immersive experience taking the form of a glass elevator, as a nod to the core campaign embodied by Julia Roberts. Indeed, the concept of L’Elixir’s revolves around a progressive ascent towards happiness, symbolizing the liberation from society’s constraints. It conveys values of joy, self-confidence, and breaking conventions to "elevate emotions".
To bring this concept to life, we collaborated with award-winning CGI artist Natalie Liu, a former member of Builders Club and a finalist for the Young Guns 2022.
The immersive experience unfolds in three stages, beginning with a flight over the rooftops of Paris in the spirit of the hero movie, like in a glass elevator. Next, we dive into the heart of the fragrance ingredients, which gradually become liquid, then metallic. We are finally completely immersed in a pink-gold molten metal, the artist's abstract interpretation of the fragrance.
This 360° experience has been imagined not only in physical form, but also digitally to enable everyone to experience the happiness lift, and translated in five different langages. It takes the shape of both as a full-scale installation of the elevator, open to the public worldwide, and as a digital version accessible on computers and phones via a QR code in selected stores.
All versions of the experience are customizable and their beginning is an invitation to immerse oneself in the Elixir. They end with a personalized aspirational message in line with the campaign's empowerment values, affirming that happiness starts with us.