Smashbox has opened an immersive flagship concept that combines a photo studio with retail in Venice Beach. 

Spotted and photographed by Lynae Cook, the concept’s lips-forward – with neon, fixtures, and wands to promote personalized in-store perks. The custom-made lip-gloss bar (Smashbox’s answer to free gift with purchase) and a 3-D printed lipstick design services give customers an opportunity to customize while crafting and creating content.

Everything’s meant to be photographed with props, backdrops, and pro-lighting that make posing in a “lips chair” or next to a peace sign effortless and Instagramable. And, when you purchase a certain amount of products, you get makeup, a headshot, and a link to download the photos.  

It’s a case-study in collaboration.