MAC x Selfridges
Celebrating MAC’s biggest launch of the year
Launching the latest version of MAC’s most iconic collection — the ‘MACximal Silky Matte Lipstick’. The window campaign puts the spotlight on lips. From design, to realisation, all brought to life within Selfridges London.
IDEA
Since 1984, M·A·C cosmetics has established itself as the ultimate colour authority, with artistry at their roots, inclusion and diversity at their core, and a commitment to conscious beauty.
Having worked with M·A·C in 2023 on the launch of their Studio Radiance Foundation, it was only fitting we collaborated with M·A·C on their iconic Matte Lipstick, which is now bigger and better, with more colour, more comfort and more wear.
Tasked with creating a premium, dramatic window display design, reflecting the status of M·A·Cximal silky matte lipstick, celebrating MAC’s biggest launch of the year. D4R captured the essence of M·A·C using, including elements of their iconic red hue to stand out in the Selfridges Oxford Street window.
“Lips maxed out to give more colour, more comfort, more wear.”
INSIGHT
Starting with research, we identified the current landscape of best-in-class windows at Selfridges to set a baseline for the execution. This enabled us to identify visual opportunities to create disruption and stand out.
We also analysed key marketplace examples, understanding both competitor window display executions and best in class displays from comparable sectors that share similar challenges to the brief.
CONCEPTUALISATION
From a conceptual point of view, we sought to craft a story that would express the artistry of the brand. One of the biggest strengths of the launch was the sheer abundance of lipstick shades available, hence the campaign moniker — ‘MACximal’.
Following exploration of various creative compositions, we collaboratively developed the concept into narrative moment. We sought to build an emotion connection to the shopper, evoking the joy of applying your perfect shade of lipstick in the mirror, whichever shade suits your style best.
REALISATION
To ensure our display would come to life with the level of polish expected within the vibrant and high-end environment of Selfridges, we prototyped and tested everything we technically developed within our dry-build facility. This enable the MAC team to be able to see the window display in person, collaborating with us to fine tune every detail.
ACTIVATION
For the launch day we activated the window with a performance from a live model trying out the iconic lipstick at the vanity table and interacting with passing shoppers.
Digital screens around the display retained a sense of movement and life in the window display following the grand launch, drawing attention to the product.