NYKAALAND 2024

NYKAALAND 2024

Project by

Toast Events Pvt. Ltd.

Project type

Festival Design

Role

Lead Designer

Date

25th - 27th OCtober 2024

Location

Mumbai, India

Link

Nykaaland Instagram Page

NykaaLand is an experiential retail event and festival co-produced by BookMyShow and Nykaa, a popular beauty and lifestyle brand in India.

Held in Mumbai for the second time, it aims to provide an immersive and engaging experience for beauty enthusiasts, offering a vibrant atmosphere for customers to explore and enjoy the exclusive product launches, beauty demonstrations, interactive workshops, and influencer sessions.

Video by Toast Events

PROCESS

Brief

Concept

Moodboard

Layout

3D renders

Production files

Print files

Day images

Night Images

BRIEF

Design a beauty-centric festival for Nykaaland that captures a youthful, pop-culture vibe and engages customers at every step through immersive, interactive touchpoints.

The festival should feel cohesive and alive end-to-end, offering playful, share-worthy experiences that celebrate beauty while giving participating brands fresh, Gen Z-relevant platforms to showcase themselves. The goal is to create a 360° journey where beauty, fun, and culture seamlessly merge, driving both on-ground engagement and social buzz.

MOODBOARD

CONCEPT

Bringing alive a festival that transports attendees to the golden age of classic Disneyland, blending vintage beauty and fashion with timeless magic.

The event offers a nostalgic experience, featuring retro décor, elegant themes, and iconic festival elements, creating a whimsical atmosphere that captures the charm of Disneyland’s early years amalgamated with beauty.

It's a celebration of magic, style, and childhood wonder.

CLICK ON THE PIN TO SEE THE RENDERS

Entrance

HEART ENTRANCE

The festival entrance featured a giant heart-shaped Ferris wheel, inviting guests to stroll through its whimsical embrace into a dreamy world. With sky and cloud backdrops, it perfectly blended the surreal, enchanting atmosphere with a playful carnival spirit.

BOX OFFICE

The box office, styled as a retro ticket booth in soft pink hues, seamlessly embodied the event's surreal beauty theme. Designed to reflect the enchanting atmosphere of a beauty park, it perfectly complemented the whimsical, dreamlike aesthetic throughout.

CONVEX PATHWAY

Upon entering, guests are greeted by a dynamic display of convex mirrors in various sizes, transforming the space into a playful, interactive photo opportunity. What would have been a simple pathway became the perfect spot for a fun, mirror selfie experience.

PROMENADE

Inspired by a vintage promenade, we reimagined the 100ft pathway with a beauty twist, featuring repeating arches, beauty affirmations, and life-sized products. The design created Instagrammable moments at every turn, making the journey itself a captivating experience.

NYKAALAND JUNCTION

The Nykaaland gates open to a vintage beauty dreamland, where the first striking installation showcases a pink Cadillac surrounded by custom signs and signals. Each element is thoughtfully designed to capture the essence of beauty, makeup, fashion, and a whimsical world.

HAMPER STATION

Inspired by retro intricate design, the giveaway hamper station was crafted to resemble a subtle yet visually captivating storefront, perfectly blending into the dreamland aesthetic.

THE DINER

Embodying the nostalgic charm of a vintage diner, the food and beverage section was designed to transport guests into a retro dining experience. The classic patterns, typography, and vintage menu cards seamlessly tied the entire space together.

LIPS CARROUSEL

The carousel features seats shaped like beautiful lips, creating a playful, carnival-inspired photo op that seamlessly blends with the retro, vintage Disneyland charm.

NYKAALAND HOT AIR BALLOON

The iconic hot air balloon, a signature element of Nykaaland, is designed to appear as though it’s floating mid-air, anchored by ropes. Guests can sit beneath it for the perfect photo moment—a timeless token of their Nykaaland experience.

THE HIGHLIGHTER

Inspired by a vintage theater, The Highlighter was envisioned as a grand pink art-deco–style building, designed to host a series of immersive masterclass events.

MASTERCLASS STAGE

The masterclass stage was designed with a clean, minimal setup to let the makeup tutorials take center stage. A subtle backdrop kept the focus on the host, while gold frames and classic bulbs added just the right touch of charm.

GAME ZONE

The ready-made game zone was wrapped in playful stripes, helping it blend seamlessly into the festival. Shades of purple and pink added a soft yet vibrant energy, perfectly capturing the fun spirit of the event.

WASHROOM ENTRANCE

The washroom entrance arch was kept simple yet on-theme, brought to life with playful pop cutouts and icons. Sparkles, hearts, and arrows added a fun burst of energy against the backdrop.

BEAUTY BAR

To create visual variation across the festival, bold check patterns took center stage at the bar setup. The contrast of dark and light tones added striking energy, making the structure truly unmissable.

SPOTLIGHT STAGE

The Spotlight Stage, inspired by a retro motel, featured a reimagined façade that served as a vibrant backdrop for live music and interactive activities. This never-seen-before setup transformed the festival into an immersive new city for guests to explore.

FOUNDATION PATHWAY

To ensure easy navigation and practicality, the backdrops featured the event map along with key festival messages. Elements from the main visual identity were subtly spread across the walls, reinforcing the festival’s look and feel.

NYKAALAND MARKET

The pathway leading to The Foundation was designed as a charming row of café and store facades, each with its own unique identity. Beyond just looking cute, the setup engaged guests by serving ice creams and cookies through the shopfronts.

DREAMY SWING

Another photo op was designed to be dreamy, cute, and Instagrammable—a swing suspended from a glowing cloud. Guests lined up to capture their perfect festive shot.

PRODUCTION FILES