Design Development - Hospitality

L’Oréal Big Deal

In the vibrant heart of Milan, between the skyscrapers of Piazza Gae Aulenti and the energy of Portanuova, Axielab signed the design of the L’Oréal Paris pop-up store during Milan Fashion Week 2025.

An immersive, highly instagrammable project, featuring meticulously curated setups, photo opportunities, and functional spaces for logistics and on-site activities. From creative concept to final installation, Axielab turned the launch of the new Paradise Big Deal Mascara into a bold, memorable experience—seamlessly blending aesthetics, functionality, and innovation.