On May 7, 8, and 9, Empire helped world-famous cosmetics and skincare brand, Shiseido celebrate their 140th Anniversary with a 3-day pop up event at OpenHouse Gallery in New York’s fashionable NoLiTa neighborhood.

This program was designed to take place in a single headquarters of activity which served as a platform for several separate programs including internal and client events, press events and a consumer-facing  marketing day.

Working with the client and their communications agency, Kaplow Communications, Empire designed and created a visually-appealing space based on Shiseodo's esthetic and brand guidlines. The design inspired by the Japanese Cherry Blossom tree and featured a museum display with a 140 year timeline wall, vitrine displays of historical artifacts, transformative scenic décor, and computer stations for social media activity, all combining to showcase the hallmarks, history and trend-setting future of the world’s oldest beauty brand.

A central theme of the anniversary was based on a Japanese tradition of writing wishes and hanging them around trees in temples. For Shiseido, the 140th anniversary celebrated Wishes of the World represented both visually in the space and digitally. In the entryway of the event Empire created a large Wishing Wall which was adorned with hanging Ema, traditional Japanese wooden plaques. The physical Wishing Wall also framed a digital wishing tree, which displayed wishes posted via Facebook. Guests were given the opportunity to visit the Shiseido 140th Anniversary Facebook page to make a wish and purchase anniversary Shiseido products online. Their wishes appeared on a digital cloud of cherry blossom leaves on the screen within the physical ishing wall.

At the center of the main room, a live, blooming Cherry Blossom tree served as the event’s dramatic centerpiece.  This impressive and beautiful perennial was surrounded by a graphic timeline and museum display of artifacts, offering guests a detailed look into Shiseido’s rich history, stretching back to the 19th century.

The event activity included a breakfast, lunch, dinner and a cocktail reception for members of the press featuring a presentation by creative director, Dick Page and a showcase of Shiseido’s upcoming fall products.  At each event guests were treated to Japanese delicacies, traditionally prepared with exquisite detail down to the charcoal-purified drinking water.

On the last day of the event, the space opened to the public, becoming a pop up shop for the fashion-forward, NoLiTa shoppers. Empire provided a promotional street team, outfitted in beautiful, Japanese kimonos, to draw the public into the space. Hand massage stations and make-up consultations were offered, as guests  relaxed underneath the canopy of cherry blossoms.

Empire was proud to work with Shiseido and Kaplow PR to create this one-of-a-kind event for this very special anniversary.

Empire is proud to serve some of the world's most established and leading edge brands with innovative press and event marketing activity and branded installations.