URBAN DECAY
Project by
Toast Events Pvt. Ltd.
Project type
Event Design
Role
Lead Designer
Date
April 2024
Location
Mumbai, India
Link
Urban Decay’s inaugural event in India was an underground immersive experience, infused with an edgy LA street vibe, crafted to evoke a grunge and vibrant atmosphere. The entire space was transformed to authentically reflect the brand, perfectly bringing the LA street vibe to India.
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Interactive installations engaged guests, offering them a firsthand experience of the brand’s true vision. The event was organized by Nykaa and took place at AntiSocial in Mumbai.
Video uploaded by Toast Events on Instagram
PROCESS
Brief
Concept
Moodboard
Layout
3D renders
Production files
Print files
Event Video
Event Images
BRIEF
The event should be designed to showcase the brand’s diverse makeup range while engaging the audience and promoting its vision. By creating an immersive, party-like atmosphere, it will attract consumers who resonate with the brand’s identity.
The experience will offer guests a memorable and enjoyable environment, seamlessly highlighting both the space and the products.
CONCEPT
Immerse yourself in the dynamic pulse of LA’s streets at Urban Decay's exclusive launch event. The design concept channels the raw energy and rebellious spirit of the city, translating Urban Decay’s bold identity into a striking, multisensory experience.
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By utilizing edgy graffiti murals, neon lighting installations, and surfboard displays, every element of the space will authentically embody the essence of LA street culture, creating an atmosphere that’s both iconic and immersive.
MOOD BOARD
ENTRANCE
Before stepping into the vibes of LA brought to Mumbai, the exterior of the space was inspired by the vandalized graffiti walls. Incorporating the grunge and raw essence of the brand, an exposed mesh arch with scattered stickers and doodles tied the look together.
SHIMMER PATHWAY
Blending some glamour and sparle with the underground theme, the entrance was further amalgamated with the shimmer of tinsels. The road then leads the guests towards the various immersive experiences to engage with the brand, hidden behind the pvc curtain.
MOOD DUST COLLECTION
The moondust collection is all about the glitter, we designed a glitter covered photo opportunity with the statement star highlighted in purple glitter. Creating content with the products kept on the star podium, the guests loved this instagrammable display.
ALL NIGHTER BOWLING ALLEY
The all nighter bowling alley was one the biggest hits of the event. This mini bowling alley was designed to highlight the setting spray and simply have fun.
STREET INK STUDIO
Street ink studio is a zone created to get some cool and funky temporary tattoos drawn on your body. The 24/7 liners were the core product for this zone.to embrace the rebellious spirit of the brand, we combined a doodled raw backdrop with some striking neon signages to display the bold look of an underground tattoo studio.
GRAFITTI WALL
A glow-in-the-dark backdrop invited guests to unleash their creativity, allowing them to draw glowing doodles and have fun.
DJ BOOTH
The DJ booth was kept minimal to spotlight the logo, while a collage wall featuring the brand's trending looks tied the space together.
BAR
The bar was cladded in mesh with scattered doodles to create a grungy vibe, while mounted plasma screens showcased the brand's campaign visuals.
VANITY
For the product display and vanity experience, we create a street-style container shop that shall have the products displayed and laid out for guests to try and test them while getting their favorite urban decay look on.
PRODUCTION FILES
EVENT IMAGES
TEAM
Conceptualization - Rebecca Moraes
Client servicing - Suzzane Mark
Operations - Shivraj Bhadekar, Nathan Mookhtiar
Design - Heeya Singh