case 12M·A·CM·A·Cximal launch · berlin-neukölln

bigger.
better.
bolder.

under this motto, M·A·C celebrated the launch of its M·A·Cximal lipsticks with an event experience unlike any other – transforming a former department store in berlin-neukölln into the city's ultimate beauty hot spot.

I WEAR M·A·C campaign posters on a berlin wall – M·A·C EXPERIENCE, NEW. BOLD. UNSEEN. — the city wears it / 01

one former department store, transformed for a message written in lipstick.

for the launch of M·A·Cximal, the building stopped being retail and became a stage – every floor and wall tuned to a single frequency: the lip. not as a product on a shelf, but as an attitude you walk into.

Four models backstage in black leather looks with bold M·A·Cximal lip statements — the lip, center stage / 02

the live show

fifteen looks.
one canvas.

exclusive guests including Tim Schaecker, Twenty4Tim, Candy Crash, Sandra Lambeck, Alicia Awa, Toni Mahfud, Noah Levi and Toni Dreher experienced an exceptional live show that placed the lip firmly at center stage.

fifteen distinctive lip looks, created by global senior artist Angelo Rauseo and Luisa Sporkenbach, reimagined the lip as a bold canvas for individuality, artistry and unapologetic self-expression.

A dancer mid-leap under spotlights on the dark runway — in motion / 03

Model on the runway with red I WEAR M·A·C lettering across the face — the message / 04

Model walking the haze-filled runway with red lip prints on the skin — the walk / 05

Escalator in the former department store washed in deep red light — the store, rewired / 06

the space

a former department store in berlin-neukölln, stripped of its everyday and flooded with light, sound and red. raw concrete met gloss, shadow met chrome – the perfect backdrop for a lipstick that refuses to whisper.

the guests

Guest in a bright red faux-fur coat in front of the campaign wall — dressed to the motto / 07

Guest in a black latex trench coat at the poster wall — black on red / 08

Two guests in black tailoring arriving at the show — front row energy / 09

worn, literally / 10

i wear
M·A·C.

new. bold. unseen.

headspace pr shaped the concept and production, then brought guests, press and influencers into the experience.

bigger.better.bolder.

fifteen looks.one canvas.

i wearM·A·C.

bigger.
better.
bolder.

fifteen looks.
one canvas.

i wear
M·A·C.