amika pop up nyc

A pop-up in SOHO inspired by ASMR and religion. The space is divided into four parts; an entryway with each collection featured on a table with an ASMR site to explore each product. The second room is a hair confessional, where participants will confess their hair sins to an attendant that will recommend them product. The third room is a lazy susan communal table for guests to try each product and interact with each other. The fourth room is “The Room of Bad Hair”, a textural installation displaying all of the problems one can have with hair.

Art Direction by Leigho McArthur. Done in collaboration with Crosby Studios and Crozier Studio. Digital design by Max McGuire.