The Challenge Presented:
Maybelline New York needed to launch its H1 product drops in a way that cut through a crowded beauty category, building hype and cultural relevance ahead of retail. The challenge was to move beyond traditional gifting and create a moment that would excite talent, engage media and elevate product in a way that felt true to the brand’s New York DNA.
The Strategy Created:
Transform the traditional gifting suite into an immersive brand world that positions product as culture. Create ‘MoMNY’ (Museum of Maybelline New York), an art gallery-inspired experience that reimagines new product drops as curated works, blending beauty, art and storytelling into a cohesive environment.
Design the space as a New York loft-style gallery, where each product is heroed alongside bespoke artwork, supported by live artists, interactive product stations, shade matching experiences and masterclasses. Build the experience to drive participation and content creation, ensuring it resonates with creators, media and industry and extends beyond the room through social and earned amplification.
The Strength Achieved:
Bastion brought MoMNY to life as a bold cultural moment, transforming China Heights Gallery into an immersive, gallery-style experience where product became art. From live artistry to hands-on product discovery and curated gifting, every element was designed to captivate and inspire.
The experience generated strong engagement from talent, media and creators, building anticipation ahead of launch and positioning Maybelline New York’s newest drops at the centre of conversation, ultimately putting the brand in a position of strength across culture, content and category.
