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Armani In the Spotlight

DIGITAL EXPERIENCE & LIVE CONTENT DELIVERY


Fashion Week activation at Rinascente Milano for Armani Beauty.
Project delivered with Buzin Media Agency and Uvet Events.
Digital Experience Live Retouching Web Design Print Design Art Direction Support

During Fashion Week 2025 at Rinascente Milano, guests could book
a makeup session followed by a professional photoshoot.
In just 10 minutes, each participant received a magazine-cover style portrait, with live post-production and
a personal QR code to access and download their final image.

Overview

An in-store beauty experience designed to feel fast, premium and personal.
Each guest completed a short, guided journey: booking → makeup session → professional shot → live retouching → instant digital delivery.

Armani Beauty takeover at Rinascente Milano during Fashion Week, with illuminated arches and branded red window displays. Armani In the Spotlight pop-up set inside Rinascente Milano, featuring professional lighting, photography station and Si Red Musk display. Armani Beauty internal takeover at Rinascente Milano with escalator branding and Si Red Musk visual communication.
Consumer journey overview showing the five-step experience: makeup session, portrait shoot, live retouch and instant QR delivery.
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The Role of
Marysse Studio

Marysse Studio was responsible for the design and execution of the digital backbone of the activation,
ensuring a smooth and consistent output under real-time constraints.
Live retouching was carried out on-site using a dedicated workflow (Portrait Pro),
with each portrait then composed as
a fashion magazine cover.
The main challenge was speed without compromising visual quality.
Each portrait had to be retouched, exported and delivered within minutes, while maintaining a premium editorial finish.

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Live retouching workflow screen displaying multiple portraits edited in real time during the Armani In the Spotlight activation.
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Printed assets

Alongside the digital experience, Marysse Studio developed printed materials used during the activation:
the QR card, passes and supporting items designed to match the campaign aesthetic.

Printed QR access card designed for guests to download their final portrait.
Armani In the Spotlight VIP access pass mockup designed for the Fashion Week activation.
Custom printed activation materials designed to match the Armani In the Spotlight visual identity.

Website and delivery

A lightweight web experience was created to host each participant’s page and enable immediate download via QR.
The site was designed for clarity and speed: a simple access point for guests,
optimized for mobile and built to support a high volume of unique pages.

View event page

Open demo experience
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Credits

Client: L'Oreal Groupe.
Photo & video production: Buzin Media Agency.
Model: @ruxylle.
Event management: Uvet Events.