taylor swift. speak now 2011 tour. 

hollywood glamour.

objective
Create an experience for the attendee of a Taylor Swift concert that creates an emotional connection with COVERGIRL and Taylor Swift. 

concept
Combine masculinity and femininity to create a function experience. Creates a visual tension by cladding the exterior element in a roadie case with the added feminine touch and beauty. Inspired by the notion of Old Hollywood Glamour, confidence, and make believe transformation. 

inspiration

The idea of transformation of the self visually resulted in the need for the delicate balance of combining the masculine and the feminine elements to create a unified statement.

project scope 
Create an onsite concourse activation that will feature three Taylor replica back stage stations where fans will enjoy mini makeovers featuring COVERGIRL’S latest products, cosmetic tips/tricks, samples and coupons.  Rock their best COVERGIRL pose with Taylor, which will allow fans to interact with Taylor graphics and upload to media sites.  Video display of Taylor COVERGIRL content. 

Makeup stations are built from road case materials allowing fans to feel as though they are backstage prepping for the concert. Activation's areas are designed to reconfigure into smaller units or larger units depending upon the footprint of the concourse.