CAMPAIGN: Huda Beauty Re-Brand & Product Launch Influencer Event
CLIENT: Colina Group
FABRICATOR: Pinpoint
Immersive. Influential. Unforgettable. Huda Beauty’s Blur Labs Sets a New Standard for Brand Experiences
When Huda Beauty set out to debut its rebrand and latest product line last June, it tapped Colina to lead concepting, creative direction, and full-scale production of an immersive launch experience designed to disrupt the beauty space. The result? Huda Beauty Easy Blur Labs — a multi-sensory, content-forward event hosted at Lavan Chelsea in New York City, drawing top influencers, creators, and press for a journey that was equal parts educational and Instagrammable.
To bring the physical build to life, Colina partnered with Pinpoint to fabricate and install the experience — translating bold creative into immersive, high-impact environments that captured the brand’s refreshed identity.
Enter Pinpoint.
Under Colina’s creative leadership, Pinpoint executed a series of custom fabrications that transformed the venue into a dynamic brand playground. From interactive product zones to social-first photo moments, each build reinforced Colina’s strategy of merging innovation, storytelling, and visual identity at every touchpoint.
Fabrication Highlights:
- A ribbed tunnel entry moment that set the tone for discovery.
- Four immersive beauty display stations with custom mirrors, LED lighting, and product shelving.
- Bespoke café and check-in desks designed for seamless guest flow.
- A glowing lightbox with halo-lit acrylic letters spotlighting the new brand identity.
- A conveyor belt moment with faux doors to add dimensional play and intrigue.
- Interactive vending units and layered product displays for hands-on exploration.
- A branded photo wall built for social-first storytelling.
- Rounded architectural walls and an AV façade that framed the full experience.
The Results? Culture-Shifting.
From the moment doors opened, Blur Labs generated significant buzz, with industry leaders and influencers calling it “one of the most engaging and innovative beauty launches of the year.” The event’s success was rooted in Colina’s strategic approach to creative, content, and experience design, brought to life by Pinpoint’s rapid and detail-driven fabrication.
Together, the team delivered an activation that raised the bar for what a beauty launch can look and feel like.
About Pinpoint
Pinpoint is a full-service in-house creative fabrication and production company. From exhibits and fan activations to traveling trade shows, we build captivating environments that turn audiences into brand advocates.
FACT: With over 56 million followers on Instagram, Huda Beauty partners exclusively with top-tier collaborators to ensure every activation meets their world-class standards.
Testimonial
Blur Labs generated significant buzz, with industry leaders and influencers calling it “one of the most engaging and innovative beauty launches of the year.”
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