New York City – For a pop-up shop in New York City, Brooklyn-based haircare company Amika worked together with Crosby Studios to build a ‘hair confessional,’ an inclusive styling place aimed at familiarising visitors with the brand and showing them a good time with one another.
Open through the last Monday of May in SoHo, the free, immersive pop-up experience was designed in collaboration between Amika’s creative director Vita Raykhman and Harry Nuriev of Crosby Studios.
Being a brand that’s only available through a network of independent salons and Sephora stores, Amika wanted to seize an opportunity to engage more directly with their audience and community one-on-one. They have, however, garnered a loyal following for themselves on Instagram, where they advertise their products in splashes of bright colours and with no shortage of emoji. So Nuriev took Amika’s vibrant product branding – the result of a 2018 redesign – and turned into a spatial world.