For the self-described “100 percent high maintenance” luxe makeup brand Il Makiage, transforming that confidence and swagger into a bold new pop-up pavilion to celebrate its recently released 800-product line required special attention. And there is only one firm that truly embodies that avant-garde ethos: Zaha Hadid Architects. Located in Manhattan’s SoHo neighborhood, the renowned firm’s London office led by Kar-Hwa Ho crafted a monochromatic, skeletal-like tunnel, which houses the collection of colorful, lush lipsticks and velvety, matte foundations. The intimate space takes cues from the company’s simple yet sleek black, white, and silver packaging.
HD was there for the press preview before it’s official launch on June 1st to see the striking structure in person. Comprising interlocking fiber-reinforced plastic ribbons that alternate between gloss and matte finishes and illuminated from within, it’s a wholly visceral experience that showcases the products’ pigmentation.
It’s marked by an energetic fluidity. Along the way, makeup stations are also placed to invite visitors to consult with a beauty expert. Zaha Hadid Architects provided a solution on how to create a functional, “mobile pop-up that can be luxurious at the same time,” notes Il Makiage cofounder and CEO Oran Holtzman.
After about a six-month stay, the pavilion (which takes two weeks to install and another two to breakdown) will be relocated to other locations to determine which will be the best fit for a future brick-and-mortar store, including one in New York’s Flatiron, two in Miami, and a fifth in Washington, DC by the end of the year.