Produced by Gradient, the pop-up blended retail, content capture, and live guest interaction into a camera-ready environment that required precision LED playback, controlled lighting, and continuous technical support throughout the run.
We broke down the full production approach in our main case study here:
→ Urban Decay: Inside The Lift Lab Experiential Event
This follow-up highlights how the event is being covered across industry press and why experiential launches like this are becoming full production builds rather than simple pop-ups.
As BizBash noted in their coverage:
“The immersive launch created a high-impact environment designed for both product discovery and content creation. The space was designed to feel interactive, social, and visually striking from every angle.”
The activation centered around a functioning “Lift Lab” where guests moved through product stations, filmed content, and interacted with the space throughout the day. LED placement and lighting design had to support live viewing, photography, and short-form video capture simultaneously.
That requirement shaped the technical build. LED screens had to read clearly in person, hold exposure on camera, and remain visually clean within a high-traffic environment. Systems were engineered for long operating hours, minimal downtime, and constant guest flow.
Experiential launches now function as hybrid environments. They operate as event space, content studio, and brand set all at once. LED walls and lighting systems carry a large part of that workload. They frame the product, support filming, and maintain visual consistency across every moment guests capture.
This BizBash feature adds to the growing press around the activation and reinforces how experiential design and technical execution work together to shape brand perception.
Read the BizBash feature here This Urban Decay Activation Put a Playful Spin on Beauty-Procedure Culture
For the full technical breakdown and Lumina’s role in the build, see our original post above.
About Lumina
Lumina provides LED wall rentals, audio visual rental, and full AV production for experiential events, brand activations, and corporate productions across Los Angeles and San Francisco. Our in-house team designs LED video walls, lighting systems, and audio environments built for live audiences and camera-ready content.
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