MUGLER ALIEN HYPERSENSE
PRODUCT LAUNCH
Mugler called upon Industria Creative to design and produce the launch event inspired by Hypersense’s dark, captivating glory.
Client
Mugler
Market
New York
Line Of Business
Brand Engagement
Snapshot
Product Launch, Influencer Event
Mugler’s Alien Hypersense fragrance is a new sensorial expression of the Maison’s quintessential scent. Undeniably hypnotic and audacious, Alien Hypersense elevates and amplifies each sense so that, together, they create an outcome greater than the sum of its parts. Mugler’s Master Perfumer Dominique Ropion states, “I designed an ultra-modern Alien, reaching the quintessence of florality.”
To celebrate this enthralling fragrance drop, Mugler called upon Industria Creative to design and produce the launch event inspired by Hypersense’s dark, captivating glory. The campaign included wild postings, a scent discovery installation, floor-to-ceiling video walls and specialty cocktails inspired by the fragrance’s notes. DJ Tiana Verhagen spun as guests mixed and mingled during cocktail hour before sitting for dinner among dramatic florals and black monochromatic place settings. Guests reveled the night away under a glass-roofed atrium that offered an incredible view of the starry evening.
Anok Yai, supermodel and face of Alien Hypersense, co-hosted the event with Mugler Creative Director Casey Cadwallader. Notable guests included brand muses Laverne Cox and Alex Cosani. To celebrate the groundbreaking, radical rebirth of the Alien fragrance, Industria Creative executed a fierce and otherworldly event that perfectly encapsulated the spirit of the Maison’s newest fragrance.