Creative & Communication

Rihanna and Sephora Storm Italy With Fully Immersive Extravaganza

Following the launch of Fenty Beauty in Madrid, Rihanna treats her fans with yet another interactive experience, this time in Milan. In collaboration with Sephora, the brand launch in Italy also celebrates the worldwide release of the Summer Body essentials collection of the superstar’s globally anticipated makeup line.

Responsible for orchestrating thee xperiential action, ‘Fenty’s Playground’, in Madrid last September – which generated 1.7 billion impressions on social media – experiential design agency Wildbytes was enlisted by Sephora yet again to create an even more viral event.

For the launch in East End Studios, Milan, Wildbytes enlisted fans, influencer and celebrity to create an explosion of user generated and social media content. The agency custom-designed three core interactive activations based on the dna of three key Fenty Beauty products. The highlight of the night was Summer Body Pool – a large-scale ball-pit full of fur pom-poms, where fans created extravagant Instagram Boomerang films under an interactive rain of confetti.

The experience also featured Stunna Confessions – a life-sized lip paint bottle inspired by Rihanna’s lip paint line, that acted as a huge megaphone, into which guests shared their ‘confessions’. These were recorded and broadcasted in large-scale projections throughout the event.

Finally, the experiential design agency invited guests to participate in ‘Wild Postings’, a large-scale set of sculptural walls featuring all the shades of Fenty Beauty’s foundations. Photographs of the guests were used to create an animated poster, which mimicked the posters of the brand.


Brand: Fenty Beauty
Advertiser: Sephora
Brand Management: Kendo Brands
Creative Agency: Wildbytes
Production Company: Wildbytes
Set Design: Wildbytes
Project Director: Laia Zanon
Project Supervisor: Julio Obelleiro
Creative Director: Guillem Castellvi
Creative Co-Direction: Casilda Sanchez
Production Director: Mireia Feliu, Celeste Lozano
Technical Production Director: Andrés Yves
Space Designer: María López, César Rodriguez