LUMI STUDIO BY URBAN DECAY

Urban Decay was entering a new chapter — a brand refresh anchored in glow, warmth and modern femininity. To mark its partnership with Cameron Brink, the brief called for a Manhattan venue in the cultural epicenter that could physically embody the rebrand and host a press and influencer event to launch the Luminizer product range.

The task was twofold: create an environment that translated the “Lumi” visual world — sunset golds, molten metallics and skin-forward radiance — into a tactile experience, while ensuring the event functioned as a high-output content engine. It needed to feel elevated but not precious, bold but not overproduced. Most critically, it had to put product and talent at the center of the narrative.

New Moon designed a spatial journey that moved guests through distinct but interconnected moments — each engineered for both immersion and amplification.

At the heart of the venue, a metallic product display became the sculptural anchor: a tiered gold centerpiece with CNC-routed pockets for nested product and a raised 3D Urban Decay logo for maximum brand visibility. Surrounding this focal point, three oversized campaign prints (55” x 72”) featuring Cameron Brink and the Lumi product line were suspended as hero visuals, transforming the room into a living campaign frame.

The Lumi Studio was the experiential crescendo — a 10’ curved wall draped in golden-hued fabric, professionally lit and staffed with an on-site photographer and digitech to capture high-resolution imagery for guests, delivered post-event with branded lockups. This was not a step-and-repeat; it was a studio-quality content capture moment designed for premium UGC.

Three custom makeup stations with backlit pill-shaped mirrors, Victorian gold consoles and integrated Urban Decay vinyl branding invited guests to test, create and personalize their glow Sunset-toned floral installations spilling off the bar, optional etched logo moments in ice or acrylic, curated F&B selections and gold-forward print collateral (gift bags, bar menus, gifting sheets) ensured cohesion across every touchpoint.

The result was a fully branded, high-functioning content environment where product, press and personality moved in sync.

The Urban Decay Lumi event successfully translated a visual rebrand into a physical world — one that felt editorial, cinematic and unmistakably Urban Decay.

Guests flowed intuitively from campaign immersion to hands-on trial to premium content capture. The Lumi Studio delivered high-quality, brand-controlled imagery designed for amplification across influencer channels, while the makeup stations increased dwell time and product engagement.

By integrating spatial design, lighting strategy, branded fabrication and experiential flow, the event achieved three outcomes:

– Elevated perception of the Lumi line through sculptural, gold-forward design

– Seamless fusion of Cameron Brink’s campaign presence with guest-generated content

– A scalable blueprint for future Urban Decay brand moments rooted in glow, confidence and cultural fluency

The activation did not simply launch a product partnership — it created a luminous brand environment where every guest left camera-ready, content-ready and aligned with Urban Decay’s next era.