Olaplex took over NYFW ‘25 with a one-of-a-kind bodega-inspired Mask Market all about hair-care from the inside out. For one exclusive day, press and influencers got VIP access, and the following two days the doors opened for everyone to explore. Guests received a free giveaway, snapped a photo-worthy moment, and tooka hair quiz to unlock their perfect routine. It was all about the science behind hydration for your locks— and your vibe.
This was our first of many projects with fantastic hair brand Olaplex. Along side Pop Up Mob, Laura worked closely with creative to transform a raw space in Soho into an exciting atmosphere that welcomes and educates press, influencers, stylists, and brand enthusiasts alike.
