M·A·C COSMETICS × GOODNIGHT / 2026 / Creative Concept · Brand Experience · Storytelling
THE M·A·C INSTITUTE
Where makeup art meets fashion: a cultural institution for one stick of skin tint.
The challenge
Fashion Week has become predictable — more brands, more pop-ups, more content, fewer surprises. How could M·A·C launch the Studio Radiance Skin Tint Stick as a cultural moment rather than another beauty space?
The idea, in detail
During Paris Fashion Week, M·A·C takes over the Istituto Marangoni and turns the school into a cultural institution entirely dedicated to Makeup Art. Every space celebrates the Studio Radiance Skin Tint Stick as a work of art: a Shade Garden of monumental monoliths, a Conservation Lab where artists curate your perfect shade, an Open Studio of live one-minute makeup performances, and a photocall where every visitor's portrait joins a living gallery that brings WE ALL WEAR M·A·C to life.
The work
Twenty shades. One permanent collection. Every visitor, a new piece of it.
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