Cloudtopia

In 2025, Atomic partnered with Maybelline New York to support the global launch of its Cloudtopia line by deploying an interactive augmented reality mirror in the heart of New York City. Designed as an immersive photobooth, the installation invited visitors to capture themselves inside the brand's visual universe and walk away instantly with their digital keepsake. On this project, Atomic handled the Experience Design and the full production of the installation, from designing the AR interface to its on-site integration and the customization of the AR Mirror. This experiential marketing activation leaned on a phygital approach to turn a simple photo into shareable content: every visual generated became a natural gateway to social media. The goal was clear: maximize user-generated content (UGC), extend Cloudtopia's social reach and strengthen Maybelline's brand awareness during a key launch moment. Result: 1,000 photos/videos shared on social media over the course of the event (3 days).