When The Mother of Makeup proposed a collaboration for a new pop-up concept, we did not hesitate to accept. The first ever Pat McGrath Labs pop-up store, designed by Sheridan&Co, has officially opened in the iconic department store Bergdorf Goodman on the eve of New York Fashion Week.
With a rosta of work so extensive, so extreme and so MAJOR, we were beyond excited to start creating. Pat’s British roots and ‘Maximal minimal’ approach to beauty inspired our curiosity to explore a sensual yet opulent space, incorporating all things Pat. We wanted to shape a space where her cult following, The MTHRSHIP, could explore her world, her inspiration and – of course – her world-renowned makeup.
Pat McGrath started creating makeup out of necessity, with bold pigments that were striking against a diverse range of skin tones, and out of this she crafted a legacy, as both a makeup artist and beauty legend. Our challenge was to express this inclusivity and individualism in an innovative way.
Having an immersive testing and consultation station was key to providing an authentic Pat McGrath Labs experience. Crafting over 80 Fashion Week looks last year alone, Pat’s success lies in her notoriously original style. We wanted to create a space where makeup obsessives can try out an infamous look, while having the freedom to forge their own.
The pop-up at Bergdorf Goodman makes Pat McGrath Labs the first beauty brand to strike such a deal with the luxe NYC retailer, where she will have a huge presence on its main floor.
Working closely with Pat McGrath and her team, we created a space unlike any other, exploring her bold mind set within the generous 400m space. Our shared vision was to ‘create without out caution’, build something truly authentic, and empower people of all identities to be courageous with makeup. Delve into Pat McGrath Labs and its treasure trove. An opulent dive into the golden age of escapism.