Sydney Pringle helps to create installation for Selena Gomez launch
A producer who was raised in Bermuda helped to create a lavish, pink-hued installation for the launch event of Selena Gomez’s Rare Beauty cosmetics brand.
Sydney Pringle, 31, who is the daughter of a Bermudian and now lives in the United States, works as senior experiential producer for the Georgia-based advertising agency Sunset/Studios. The agency recently transformed Manhattan event space Lavan 541 in New York City’s Chelsea neighbourhood into an interactive space to promote the American songstress’s brand.
The advertising campaign, titled Alive with Color, aimed to reflect the colours in the new lip oil line of product.
Ms Pringle, who attended Harrington Sound Primary School and Whitney Institute Middle School before gaining a degree in music business and marketing at Northeastern University in Massachusetts, was featured in the US-based event industry magazine BizBash.
She told BizBash: "It was an idea that we tweaked a few times to ensure the vision was flawlessly executed. From the precise shape of the build to how we lit the tunnel to the sequencing of the shades, we wanted guests to be amazed from the moment they walked through the doors.“
Ms Pringle told The Royal Gazette that she originally created music industry events for major clients including Universal Records but in 2020 branched out into other industry events for brands such as Target and Delta.
She said of the Selena Gomez event: “This was a big event because there was so much controversy around her on social media at the time and her brand is also doing really well in the States. I do a lot of big events — I did an Emily in Paris activation in New York for about 7,000 people and last September I also did a big party for Kansas City Chiefs and then they won the Super Bowl.”
On entrance to the Selena Gomez event, guests made their way through a “Hall of Lips Oils”, archways made into the shape of the new product, and the main area was illuminated with pink lighting.
Another highlight was a green screen video booth where guests’ images could be superimposed onto a backdrop of Rare Beauty’s campaign. Guests saw animated versions of themselves become part of the campaign itself.
Ms Pringle said the project required careful planning and testing.
She told BizBash: “It took some workshopping to find the best output solution, but through great communication and teamwork, advanced planning and testing, we were happy with the final output."
She said the team had spent weeks working with catering partners to create a tasting menu in all eight shades of the lip oil.
Sunset/Studios wrote on its website: “Our objective was to differentiate the event from a ‘meet and greet’ by providing irresistible, engaging activities throughout, while seamlessly incorporating the guest into the brand’s story.
“UGC [user-generated content] was encouraged by a live panel discussion with Selena Gomez herself, interactive sampling rooms and branded food and beverage options.
“Gift boxes in clever, premium packaging compelled attendees to share their exclusive experience, making this the night that beauty influencers everywhere wanted to be a part of.”
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