MUSE Design Awards Winner Project—Platinum Winner

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Lancôme’s launch of Absolue Extrait unfolded as a fully immersive, four-chapter journey that redefined luxury brand storytelling through a 360-degree experiential narrative. Rooted in the essence of a rare rose cultivated on the Plateau de Valensole, the event transformed product heritage, science, and craftsmanship into a spatial story that guests could physically move through—blurring the boundary between brand mythology and lived experience.

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The overarching concept, The Timeless Rose, guided visitors along a continuous path traced by sculptural rose roots woven throughout the environment. These roots symbolically led guests through Lancôme’s legacy, the harvesting of the rare rose, the brand’s technological innovations, and its devotion to artisanal perfection.

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The first chapter, Legendary Black Gold History, evoked a historic atelier. Digital “windows” revealed cinematic recall of the product’s origin, culminating in a founder’s gesture of leaving a letter for each guest. Floating sketches of the iconic bottle hovered above his desk, merging memory, design, and myth.

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In Harvesting the Rare Rose, guests placed a single rose petal onto a collective installation. When assembled into the Lancôme emblem, the petals activated a monumental rose sculpture that bloomed with light, set against an immersive rose-field panorama—transforming individual participation into a shared moment of creation.

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Pushing Technological Boundaries translated extraction science into a luminous laboratory. A shimmering scrim installation projected the essence of the formula in motion; as guests activated the mechanism, darkness receded and illuminated curved shelves revealed the product suspended within a constellation of roses.

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The journey culminated in Artisanal Dedication to Perfection, an intimate VIP salon where sculptural display tables rooted into the floor, a glowing petal canopy hovered overhead, and a serene dome hosted personalized rituals. Encircled by softly illuminated rice-paper walls patterned with Lancôme’s rose motif, the space celebrated craftsmanship as both ritual and revelation.

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Together, the experience fused narrative, technology, and sensory design—transforming Absolue Extrait into an emotional, participatory luxury encounter that resonated both in-person and beyond the event itself.