Immersive multisensory launch event “The Black World” for Syoss’ biggest rebrand, engaging Croatian media and influencers to amplify awareness and reposition the brand as bold and premium.
To celebrate the biggest relaunch in Syoss history with new logo, packaging, and the “You, Intensified” platform, we designed The Black World: a fully immersive, multisensory launch that redefined how beauty events are experienced. The goal was to forge a deeper emotional connection with Croatia’s key opinion leaders, beauty/lifestyle media, and influencers by embodying the intensity of the new brand identity. Our objectives were to amplify awareness of the rebrand through a memorable, content-friendly experience, reposition Syoss as a bold, premium and modern drugstore brand, and create hype through authentic social media sharing. We also aimed to drive post-event impact by enabling professional content creation on site and sparking unpaid media coverage, ensuring the new Syoss identity would live far beyond the event night.
Instead of a standard launch with speeches or a stage, we created a narrative-driven “attack on the senses.” Guests progressed through five sensorial chapters: scent projection of Syoss fragrance, a pitch-black ASMR tunnel of hair-related sounds, an immersive hypnotic galaxy of animated visuals, a tactile colonnade of illuminated totems with live product interaction and finally a Japanese-inspired seated dinner. Every zone translated a brand pillar into an experience, intensifying it rather than merely presenting it. We also designed the space for the production of professional before guest arrival, enabling brand ambassadors to film reels that felt cinematic. This hybrid of event, art installation, and content hub represented a complete departure from typical beauty activations and delivered both emotional impact and shareable visuals.
