Maybelline Rocket
When we were asked to create something totally outrageous, we didn’t blink. The mission? Crash-land a giant mascara rocket into the pavement at Bondi Beach and turn it into an unmissable, walk-in beauty experience.
Packed with bold colour, immersive moments, and more than a little attitude—it stopped beachgoers in their tracks and launched Maybelline into another dimension.
How we did this:
Alchemy designed, constructed, and installed the activation end-to-end, managing all creative, fabrication, logistics, and on-site labour. The structure was engineered to feel as though it had smashed into the esplanade, with layers of crushed pavement and embedded lighting adding to the spectacle. Inside, visitors were immersed in Maybelline’s Sky High Mascara through digital screens and sampling stations, with photo moments that begged to be shared.
Behind the Scenes:
- Built off-site and transported in modular components for quick install
- Coordinated full bump-in/bump-out on tight beach-side timelines
- Weatherproofed finishes to withstand coastal exposureIntegrated power, lighting, and AV for full functionality on location
The impact of the crash landing!
217
polystyrene bricks scenically painted to look like a smashed pavement
473+
production hours building a 9 metre long, 1.5 metre diameter rocket
18 tonnes
of ballast to weigh down the rocket
"Working with Alchemy transformed our vision into reality. Their expertise and creativity exceeded our expectations at every turn."
Have a wild idea? We’re in!
Contact us today to discuss your project needs and explore creative solutions tailored for you.
