To promote the re-launch of Elizabeth Arden’s Red Door Spas, TH conceptualized, designed and produced the Red Door Recharge Room, an immersive pop-up spa housed in NYC’s Flatiron Plaza. Situated inside a sleek 20’ x 20’ space, consumers were invited inside to receive one of Elizabeth Arden’s signature services – from hand massages to lip exfoliation to makeup touch-ups. For further engagement, participants could try their hand at a custom gumball machine filled with Baked by Melissa cupcakes and golden tickets worth thousands of dollars in Elizabeth Arden prizes. Celebrity tie-ins included an appearance by Girls’ star Allison Williams, press/media makeovers by makeup artist Rebecca Restrepo and professional photographs taken by America’s Next Top Model’s judge Nigel Barker.

2 activation days
532,856 visual impressions
600 services provided
6,000 samples distributed