NYX Professional Makeup: a digital-native brand with a global online community made up of millions of beauty fans. After its acquisition by L’Oreal, NYX enlisted the help of IPG Media Lab to concept and develop the interactive, in-store experiences for its first-ever brick-and-mortar stores. We were asked to build an extension of NYX’s current retail distribution—a socially entrenched yet hands-on, physically interactive experience—for NYX’s unique, media-savvy consumers. Each store features a Beauty Bar (interactive tutorial stations), trending wall (a 90″ screen serving up the latest user-generated content), and interactive discovery stations built into product displays (users can scan or search products to yield Instagram photos of other NYX consumers wearing the selected product and shade).