At the heart of Lancôme’s flagship store on the prestigious Avenue des Champs-Élysées in Paris, Thibault designed and produced a one-of-a-kind spatial computing experience XR blending retail, storytelling and sustainability.

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The goal: reinvent in-store engagement for a new generation of beauty consumers — especially Gen-Z, increasingly drawn to immersive and interactive formats.

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Using Magic Leap AR headsets and a companion iPad version, the experience transported visitors into a rich, stylized universe aligned with Lancôme’s sustainability commitments. Users explored animated storytelling sequences highlighting eco-innovation, product transparency, and environmental values — all while interacting seamlessly with the physical store environment.

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The activation generated strong foot traffic, caught the eye of passersby thanks to live broadcasts on the store’s giant street-facing LED walls, and set a new standard for immersive retail experiences in the beauty sector.

CLIENT

Lancôme Paris

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PLATFORM

Magic Leap · iPad

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ROLE

Strategic Brand Partnership · Creative Producer · Director