CONCEPT, Branding, & MARKETING FOR EXPERIENTIAL ACTIVATION TOUR
The Experience
Celebrating the perfect blend of color and creativity, the Selfie Studio Color Theory Tour was an interactive pop-up experience that invited visitors to uncover their "inner color personality" through a fun virtual quiz, followed by an immersive journey through vibrant, color-themed photo zones. Each of the eight unique zones was designed to match a personality and provided stunning, social-friendly backdrops for capturing unforgettable selfies.
In 2025, the tour visited five Brookfield Properties shopping centers across the U.S., bringing a fresh, engaging twist to the retail environment. With hands-on art installations and thoughtfully designed photo spaces, the Selfie Studio Color Theory Tour transformed everyday shopping trips into moments of joy, self-expression, and shareable memories for visitors of all ages.
This experience was a natural alignment for beauty and fashion tenants, as it celebrated self-expression and personal style — core values of these industries. By encouraging visitors to explore their unique color personalities, the tour created a direct connection to those categories' merchandise, inspiring shoppers to experiment with bold makeup looks, vibrant clothing, and accessories that reflected their newfound color identity. The immersive zones also served as a perfect backdrop for showcasing products, driving foot traffic, and sparking creative collaborations with retailers.
Color Personalities
The Quiz
The Install
The Launch