İpekyol Cosmetics Pop-Up Store
A brand launch, an art gallery.
İPEKYOL · MAY 2023
Brief
İpekyol, known for its fashion identity, was moving into a new category: İpekyol Cosmetics. From the very first meeting, it was clear the brand didn't want to reduce this launch into a routine "new collection on shelves" moment.
Their dream was specific: not a store, but an art gallery. A space where products weren't merely sold but felt, smelled, touched and listened to. Design and art-led, with interactivity flowing naturally and all five senses engaged at once.
And all of it had to happen in one month — from idea to production, from build-up to live operation.
“In this category, the real battlefield isn't the shelf — it's memory.”
Insight
In the cosmetics category — especially in fragrance — the customer isn't buying an object, they're buying a feeling. A perfume isn't "good"; it "reminds me of someone", "smells like my mother", "takes me back to that summer".
A traditional storefront, a traditional tester, a traditional QR code couldn't build that memory for İpekyol Cosmetics. To create something lasting for the brand's audience — a woman shopping for an emotional gift, who also wants something for herself — experience had to come before retail.
The Idea
We treated the entire pop-up as a single art installation. When a visitor walked in, we didn't ask what they were looking for — we asked what they were feeling.
Every detail was tuned to the brand and audience aesthetic — minimalist, premium, embracing feminine energy, with a quiet "surprise" hidden in every corner. Each corner had a micro-experience designed for one of the senses:
Sensor-Triggered Scent Zones
Atmospheric fragrances tied to the product collection's scent families, automatically released as a visitor approached. A continuously flowing field that let you feel the brand's olfactory DNA without opening a single bottle.
Micro-Installations
Tiny worlds visible only through small holes in the walls, each one a visual translation of a fragrance note, made for a single viewer at a time.
Hidden Sounds
Visitors who pressed their ear to specific points in the space heard a story, a nature sound, a whisper meant only for them.
Infinity Room
A room of endless light and reflection, entered alone, designed as a signature moment for organic social content.
Execution
Before reaching us, the client had heard "this can't be done in this timeframe" from other agencies. We received the brief, locked the concept in week one, designed and produced in week two, built it up in week three, and launched live operations at İstinye Park in week four.
Scope
- Full pop-up space designed from scratch
- All installations produced in-house (sensors + sound + lighting + decor)
- Build-up and tear-down
- One full month of on-site operation and visitor experience management
60-Person Team
- Experience design: Atilla Baybara
- Architecture: Eda Yetiş
- Technology development: Utku Olcar
- Client relations: Şaban Yılmaz
- Operations: Yiğit Sarı
- + Production, build, and on-site team
Results
- Tens of thousands of daily visibility within the İstinye Park traffic
- Thousands of customers and a launch month that broke category benchmarks
- Sales performance well above launch expectations
- Cosmetics category sales lifted across İpekyol's main stores — the pop-up's halo effect
- Dozens of influencer collaborations and countless organic posts
- Millions of organic reach on social media — the Infinity Room became the most shared moment
- Client
- İpekyol
- Brand
- İpekyol Cosmetics
- Location
- İstinye Park, İstanbul
- Date
- Mayıs 2023
- Duration
- 30 gün hazırlık + 1 ay operasyon
- Team
- 60 kişi
- Concept & Design
- Harikalar
- Production & Operations
- Harikalar
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