AWAY x FENTY BEAUTY: GLOW & GO
BUILT TO GLOW. MADE TO MOVE.
EXPERIENTIAL DESIGN | POP-UP EXPERIENCE | BRAND COLLABORATION
Away and Fenty Beauty set out to turn a shared idea—beauty made for life on the move—into a destination people could step inside. At Domino Park in Brooklyn, Studio Butch designed Glow & Go: an immersive public experience that brought travel and a three-step glow routine together in motion.
The activation reimagined Away’s signature luggage at monumental scale: a 22-foot Lavender Haze suitcase connected to two 30-foot inflatable tunnels, each fitted with a moving walkway that carried guests through Fenty Beauty’s routine. Part product discovery, part playground, the experience transformed a simple beauty ritual into a colorful journey built to be seen, tried, and shared.
A BEAUTY ROUTINE WITH FORWARD MOMENTUM.
From a distance, the oversized suitcase read as an unmistakable Away icon. Up close, it became the gateway to an entirely different kind of journey. The familiar shell, handles, zipper details, and luggage-tag graphics were translated into a playful inflatable environment that felt bold against the park—and intuitive from the moment guests arrived.
Inside, motion did the storytelling. Rather than move from one static demo to the next, guests stepped onto a walkway and traveled through the experience as Fenty Beauty’s three-step routine unfolded around them. Product moments, ring-light stations, and live beauty touchpoints turned each stage into something active, social, and easy to capture.
A palette of Lavender Haze, Opal Blue, and Matcha Green brought the Away and Fenty Beauty worlds together without flattening either brand. The tunnel stripes created a strong visual rhythm, while stacked luggage, dimensional signage, and sculptural planting grounded the fantasy in the language of travel.
Every part of Glow & Go was calibrated for participation. The moving walkways kept the experience fluid, beauty stations encouraged guests to try the routine in real time, and the oversized environment gave every angle its own reveal. The result was a clear beginning-to-end journey that could handle a steady public audience without losing its sense of discovery.
The site did as much work as the structure. Set along the East River beneath the Williamsburg Bridge, the activation used Domino Park’s skyline views and open lawn as part of the composition. Its soft lavender forms stood out against the industrial waterfront, creating a landmark that felt impossible to pass without looking twice.
Glow & Go turned a co-branded product moment into public theater—bringing the utility of travel and the ritual of beauty into one shared experience. Guests did not simply hear about the collaboration; they moved through it, tried it, photographed it, and carried the glow into whatever came next.
ONE GIANT SUITCASE. TWO IMMERSIVE TUNNELS. ZERO STANDING STILL.
AT-A-GLANCE
CLIENT: Away / Fenty Beauty
PHOTOGRAPHER: Mo Daoud — https://www.modaoud.com
TYPE: Experiential Design / Pop-Up Experience / Brand Collaboration
LOCATION: Brooklyn, New York
ACTUALIZATION: Immersive beauty-and-travel activation at Domino Park
OUR ROLE:
• Creative Direction
• Experience & Spatial Design
• Environmental Graphics
• Custom Fabrication & Production
• On-Site Installation
OUR ROLE:
Creative Direction
Experience & Spatial Design
Environmental Graphics
Custom Fabrication & Production
On-Site Installation
PROJECT GALLERY
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