PROJECT OVERVIEW:

DESIGNED AT: Gradient Experience

CLIENT: Urban Decay

TYPE: Brand Activation

LOCATION: Los Angeles, CA

ROLE:

• Space Design + Concepts

• Brand Moments + Art Installations

• Materials Palettes + Design Direction

• Floor Plans + Elevations

• Conceptual Sketches + 3D Renderings

• Custom FF+E Design

• Fabrication Oversight

• Installation Oversight

As a Senior Experiential Designer at Gradient I had the opportunity to design the unique Lift Lab experience for Urban Decay in Los Angeles. With the launch of their latest Tube Job mascara, Urban Decay sought to break the mold with an experiential focused event. Our approach centered on an immersive lash “clinic,” where guided appointments, tailored trials, and content-forward environments translated product benefits into a tangible experiences guests could interact with, capture, and share.

The Lift Lab transformed a product launch into an interactive experience that invited guests to explore the product firsthand. By combining bold creative direction, personalization, and thoughtful moments for discovery throughout the journey, the activation created a memorable brand experience that reflected Urban Decay’s fearless, culture-forward identity.