The 3500-square-foot P&G Beauty exhibit at the World Congress of Dermatology in Buenos Aires, Argentina, was designed as an immersive, three-part experience that engaged visitors with a “beauty on the outside—innovation within” approach. Semitransparent walls, curved panels and a white palette infused with colorful graphics lent a bright, feminine look to the exhibit.

The Pre-show Gallery featured beauty bars and interactive stations that illustrated innovations in skin care, hair care and brand technology. Curved display counters with graphic back walls and staffed consultants educated visitors in the Innovation Center. And in the Theater, plasma screens delivered 20-minute videos on the benefits of P&G Beauty.

For a more detailed look at how digital display technology was integrated into this project, click here.

Client: The Procter & Gamble Co., Cincinnati – Beth Harlor, principal design manager, beauty & health; Lauren Thaman, associate director, beauty science

Design: Anthem Worldwide, Cincinnati – John Carpenter, executive creative director; Jennifer O’Shea, associate creative director; Jennifer McKinley, senior account manager; Mike Vine, design director; Robin Horvath, designer; Kelly Lenzer, senior project manager

Photography: Daniela Mac Adden, Buenos Aires, Argentina