bobbi brown
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pac-man™

Every year, Bobbi Brown Cosmetics launches an exclusive collaboration collection with a novel IP as a part of its global marketing strategy to attract New-to-File customers to the brand. For the year 2025, they secured a licensing partnership with Namco Bandai's beloved PAC-MAN ™ and tapped me to design their in-store and consumer event design treatments for their Asia-Pacific markets.

client: BOBBI BROWN COSMETICS

role: industrial designer

Ghosts, Fruit, and a whole lot of maze walls pieces: We didn't have much to work with as far as creative assets were concerned. Naturally we decided to create a life-size maze. But how were we to encourage attendees to move throughout the space? We created a user journey inspired by the idea of collecting ‘bonus fruit’ as you did in the real PAC-MAN ™ game by visiting makeup demo stations, playing games, and taking selfies. We decided to integrate these touch points into the design of the maze pieces themselves.

The creative was a hit for the brand, generating buzz and driving sales. It was unveiled in 14 Cities and 23 Stores from 9/12/2024 to 10/20/2024. Retail sales were 13% above the projected target. 60% of attendees were New-to-file customers (over the 44% from last year’s).