Sephora Store Openings

Sephora is known for creating high-energy, customer-driven events that reflect the brand’s bold and inclusive identity. When launching new stores across Australia or hosting in-store activations, they need an AV and event partner who can bring their creative vision to life, often in tight retail spaces and within bustling shopping precincts. 

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Each event needs to feel fresh, dynamic, and on-brand, while still delivering seamless production and crowd engagement. From choreographed team performances and DJ sets, to makeup masterclasses and influencer appearances, the challenge lies in designing flexible technical solutions that can adapt to different store layouts and environments while maintaining Sephora’s signature wow-factor.

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Since 2015, we’ve worked alongside Sephora to deliver end-to-end AV and event production for their store openings and in-store activations across the country. No two events are exactly the same, but the experience always starts with understanding the space - whether we’re working in a city flagship store, a suburban shopping centre, or a custom pop-up. 

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We design and build stage setups for DJs, create branded DJ surrounds, install makeup stations for interactive tutorials, and operate confetti cannons or indoor sparklers to mark milestone moments. For high-profile appearances, we incorporate LED wall backdrops to showcase live social feeds, promotional content, or feature influencer guests. Our technical team is also on hand to manage all aspects of live performance, crowd flow, and content playback, ensuring every element runs smoothly and looks polished.

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