Client: SK-II (P&G)
Agency: Huge Inc (Singapore)
Tokyo, Japan (2019)
Collaborators
Benson Looi
10xBeta
Dentsu Japan
Following the success of the Future X Smart Stores, SK-II was invited to take center stage at Isetan—Tokyo’s iconic luxury department store. We designed and built an immersive retail experience that blended technology and creativity to drive product trial and purchase, celebrating the special ‘Confetti’ edition of SK-II’s bestselling product in a fresh, engaging way.
As Project Director, I led the launch of SK-II’s “Confetti” retail pop-up at Isetan, Tokyo—a joyful, immersive space designed to delight shoppers while showcasing the brand’s signature skincare experience. The installation featured playful digital touchpoints, motion-reactive lighting, and a celebratory visual theme that invited passersby to explore the world of PITERA™ in a fresh, engaging way.
The challenge? We had just overnight to fully install the entire experience. After weeks in a warehouse, together with Dentsu team, we pre-built and pre-fitted every component like a giant LEGO set—ensuring each piece could be disassembled, transported, and reassembled with speed and precision. Thanks to smart planning, a dedicated crew, and an obsessive eye for detail, we pulled it off on time—transforming the store overnight into a vibrant, tech-enabled brand moment that felt as effortless as it was impactful.
the experience
My Role
Program Management
Scoping
Contract Negotiation
Vendor Management
Budgeting
Resourcing
Launch
QA
To highlight both the red and mint-colored special edition Confetti bottles, the space was split into two symmetrical halves—each reflecting a distinct visual theme: one inspired by the pop-art design of the bottle, the other by bold, street-style campaign imagery. At the center stood a glass-encased selfie booth featuring a red-and-mint lenticular backdrop, creating a seamless visual transition between the two sides.
Each corner of the triangular stage featured vibrant, transparent LED displays paired with motion sensors, allowing passersby to trigger playful animated graphics—turning the space into an interactive visual spectacle.
touchless product trial bar
We set out to create an in-store experience that made product trial easier, more intuitive, and genuinely enjoyable. With customer comfort and simplicity in mind, we developed a sleek product trial bar that used eye-tracking technology to deliver a hands-free, guided tutorial. The mirrored interface allowed users to explore SK-II products using just their gaze—no need to touch screens while applying skincare.
Designed to feel more like a beauty vanity than a tech display, the clean, minimal setup replaced harsh screens with soft reflections, offering a more comfortable and premium experience that invited users to explore at their own pace.
Each corner of the triangular stage featured vibrant, transparent LED displays paired with motion sensors, allowing passersby to trigger playful animated graphics—turning the space into an interactive visual spectacle.
interactive vending machine
To spark in-store purchases, we teamed up with 10xBeta to create an interactive, Confetti-themed vending machine that blended physical design with digital storytelling. This intricate experience featured animated visuals and volumetric elements, all choreographed into a dynamic audiovisual sequence.
Customers activated the machine by purchasing a limited-edition token, setting off a journey where SK-II products visually transformed into their special Confetti packaging—available only for a limited time. At the end of the experience, the freshly dispensed product became both a skincare treat and a collectible.
180° camera array selfie
To mark the occasion, guests could snap a shareable selfie in a 180-degree camera array, creating dynamic, branded content that lit up social media during the event. The booth featured a cleverly designed lenticular backdrop, allowing the final video to seamlessly shift between the red and mint Confetti editions—adding an extra layer of visual flair to every capture.
