ZALANDO BEAUTY

For the launch of Zalando Beauty, IT’S YES produced a touring activation designed to introduce a new product category to an audience that previously associated the brand primarily with fashion.

Developed in collaboration with WE MAKE YOU HAPPY and based on a campaign concept by OONA/BAAS, the installation combines product discovery with hands-on beauty experience. The booth was first launched in Belgium and later toured across the Netherlands and Germany, requiring a system that could adapt to different locations while maintaining a consistent visual identity.

The structure is designed as a four-sided environment, built around four distinct moods. Two side hosts two dedicated make-up experiences, complete with integrated mirrors, lighting and workspace for make-up artists. A central product wall and backstage area are seamlessly integrated into the design, allowing for smooth operation behind the scenes while keeping the visitor experience clean and focused.

Tone-on-tone plays a key role in defining each mood, while custom-painted furniture and vinyl flooring extend the color language beyond the structure itself, visually enlarging the installation and embedding it into the surrounding space.

Built, installed and deployed by IT’S YES, the project balances flexibility with precision, delivering a scalable activation system that supports both experiential engagement and international rollout.