Victoria Beckham Beauty
Pop-Up
Vitctoria Beckham Beauty Pop-Up
A multi-sensory fragrance installation on the High Line,
translating 21:50 Rêverie into sound, projection, scent, and reflection.
A multi-sensory fragrance installation on the High Line, translating 21:50 Rêverie into sound, projection, scent, and reflection.
Scent
Becomes
Space
Victoria Beckham Beauty’s 21:50 Rêverie transformed the High Line into a three-room immersive fragrance experience. Through soundscapes, projections, scent, and reflective guest participation, the installation translated the story of the fragrance into a meditative public-facing journey.
Every detail at Rumaya is prepared with quiet
intention, allowing your stay to unfold effortlessly.
From gentle mornings and attentive service to shared spaces designed for rest and reflection, each inclusion is shaped to bring comfort without interruption.
Experience Design
Sensory Brand Journey
The installation guided visitors through a sequence of sensory moments inspired by the fragrance’s narrative. Sound, projection, scent, and spatial design worked together to create an experience that felt immersive, reflective, and closely connected to the world of 21:50 Rêverie.
The installation guided visitors through a sequence of sensory moments inspired by the fragrance’s narrative. Sound, projection, scent, and spatial design worked together to create an experience that felt immersive, reflective, and closely connected to the world of 21:50 Rêverie.
Production
Public Venue
Production
Set within the High Line, the installation required careful production planning in a public environment with restricted loading access, limited rigging options, and continuous pedestrian traffic. The experience needed to operate smoothly while maintaining the atmosphere and quality expected from a luxury fragrance installation.
Set within the High Line, the installation required careful production planning in a public environment with restricted loading access, limited rigging options, and continuous pedestrian traffic. The experience needed to operate smoothly while maintaining the atmosphere and quality expected from a luxury fragrance installation.
Visuals
Outcome
21:50 Rêverie on the High Line extended the fragrance into a physical environment where visitors could experience the brand through atmosphere, movement, scent, and personal reflection. The result was a public-facing installation that translated a fragrance story into an immersive spatial experience.
21:50 Rêverie on the High Line extended the fragrance into a physical environment where visitors could experience the brand through atmosphere, movement, scent, and personal reflection. The result was a public-facing installation that translated a fragrance story into an immersive spatial experience.