MACximal Selfridges Window


Celebrating the reformulation of M·A·C ’s iconic lipstick

The reformulation of M·A·C’s iconic lipstick, M·A·Cximal, has kicked off with a lip-smacking window display at the home of Selfridges Oxford Street. Collaborating with M·A·C on concept creation, D4R further supported by producing and installing the window that celebrates the expansion of the product.

_Concept Design
_3D Design
_Development Design
_Client Service Support
_Project Management


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 design, reflecting the status of M·A·Cximal silky matte lipstick, D4R captured the essence of M·A·C using their global vanity table concept, including elements of their iconic red hue to stand out in the Selfridges Oxford Street window.

Maxed out to give lips more comfort, more colour and more wear.


Featuring matte red scaffold bars to match the celebrated Ruby Woo shade, the window included digital screens to showcase the 40 shades available, along with an illuminated top surface vanity table to platform the pigment-rich hues – from iconic to new. A circular screen with halo LED illumination to the rear, created a Hollywood glam feel, enhancing the dramatic design even further.


With products sold in over 120 countries, it was essential we showcased the vibrant range as a hero product. By developing an eye-catching concept, packed with colour to reflect the magic, artistry and edgy-ness of M·A·C, allowed us to have the brand’s content at the forefront of the display, showing a diverse campaign with more colour, more comfort and more wear.