In June 2023, Amika’s activation at Lume Studios in New York City brought together STMNT barbering demos, wall projections and a backlit product wall. Jenya photographed the live barber chair, guests moving through the room, pink signage and shelves of hair care products. Coverage followed a loop, returning to each station every few minutes as the room turned over. The saturated pink signage and backdrops shaped white balance decisions. The projections needed a different kind of attention: their content cycled across the walls, so the frames depended on timing. Jenya also filmed a recap of the activation. JPX Studios delivered a gallery of 142 frames and a recap film.
Amika built a beauty activation for fashion week, and it was pink from the door in. Signage, product wall, backdrops, all one saturated color, which means every white balance decision you make is a creative one.
Project facts
- client
- Amika
- project type
- Brand activation
- venue
- Lume Studios
- date
- credit
- JPX Studios
The room had three things happening at once: the STMNT barbering demos with a live chair, projection installations moving pattern across the walls, and a steady flow of guests through the product wall. Coverage plan was a loop, hitting each station every few minutes so nothing got missed while the room turned over.
More from the shoot
New York City · Travel on request
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