Following the successful launch of Rihanna’s new Fenty Beauty Range, Moroccan Spice, in New York, Ice was asked to help manage its UK launch.

Our brief was to facilitate and manage the launch promotion in a number of cities across the UK.

Our Fenty pop-up was promoted via social media and created an online buzz of anticipation from the pop icon’s beauty collection fans. It was our job to make sure the experience exceeded that anticipation.

We secured prime locations in London, Nottingham, Glasgow and Belfast. We managed all logistics and onsite management.

The Fenty pop-up included a 20ft bespoke sea container for retail activity, small marquees housing our makeup stations and artists and a purpose-built stockroom to store the large quantities of cosmetics.
Our team managed the visitor experience and the smooth running of activities, including all health and safety, security, crowd management and stock control.