PEOPLE APP LAUNCH x E.L.F.
CLIENTS: PEOPLE, E.L.F. AGENCY: AGENC
LOCATION: CHELSEA HOTEL, NYC
The Chelsea Hotel offered a rich, storied backdrop for our event—its walls humming with the creative energy of decades past. The space exuded a moody, nostalgic charm, with vintage details, layered textures, and a lived-in elegance that felt both intimate and iconic. Every corner seemed to whisper stories of legendary artists and late-night musings, creating an atmosphere that was effortlessly cool, deeply inspiring, and unmistakably New York.
OVERVIEW
Set within the iconic Chelsea Hotel, our event—produced for People Magazine, e.l.f. Cosmetics, and Paramount—blended historic charm with bold, modern energy. The experience unfolded across a series of immersive touchpoints: a dramatic step and repeat, a sleek e.l.f. makeup swag station, an engaging photo booth, a sculptural DJ booth, and a moody, well-appointed cocktail bar. Framed by the hotel's vintage textures and storied ambiance, the design struck a balance between timeless New York grit and contemporary polish, creating a vibe that was both editorial and effortlessly magnetic.
The step and repeat at the Chelsea Hotel set the tone for the evening—a bold, high-visibility moment where influencers and celebrities gathered under the glow of camera flashes. Positioned against the hotel’s richly textured backdrop, it became a magnet for social content and press coverage, blending red carpet glamor with downtown edge.
The e.l.f. Cosmetics activation invited guests into a playful, beauty-forward moment where they could explore products, snap content, and leave with curated swag. Nearby, a custom photo booth shaped like a smartphone cleverly nodded to the launch of the People app, turning digital culture into a tactile, shareable experience. This interactive moment blended tech and storytelling, allowing influencers and guests to quite literally step into the app—bridging the physical and digital in a way that felt fresh, branded, and highly Instagrammable.
The energy of the night was amplified by a live performance from SAINt JHN, whose genre-blending sound brought a bold, edgy sense to the space, collaborating with the DJ, he set the tone with a mix of gritty beats and hypnotic vocals, transforming the room into an immersive, high-fashion soundscape.
To keep the energy flowing and the experience seamless, the event featured a double bar setup—one nestled near the entry for welcome cocktails, and another tucked deeper into the space for extended mingling.
