THE EVENT
TC Group creates the immersive experience. When a global brand decides to bring its vision to the city, choosing a location isn’t enough. You need to build a world.
For Maybelline New York, Milan was transformed for a day into a real Little NYC: an urban, immersive experience open to the public, conceived by Rossoevolution and brought to life with the support of TC Group’s two business units—the set-up unit Think&Build and the corporate unit Walkin—based on a project by architect Giorgio Bongioanni.
On Saturday, March 21, the Major Virtual Tunnel—a historic 1960s underground passage between Piazza De Angeli and Via Frua—was transformed into the stage for The Power of Maybe. A space with a strong architectural character reinterpreted as a contemporary experience venue, consistent with the brand’s DNA: urban, dynamic, and pop.
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SET-UP WITH THINK&BUILD
Led by set designer and head of set-up Daniele Tibo, the project had a clear goal: to transform an urban tunnel into an immersive destination experience.
The work by Think&Build, TC Group’s set-up BU, involved the design and creation of an environment capable of taking the audience on a high-impact visual journey, where set design, technology, and storytelling were in constant dialogue. Key scenographic elements included:
- mirror tunnel to amplify perspective and depth
- urban street set-up with scenic grates and smoke effects
- custom subway stop with iconic pink benches
- wrecking ball inspired by the pop imagery of brand ambassador Miley Cyrus
- underground DJ set area
Each installation was designed to stimulate interaction, generate social media content, and build narrative continuity throughout the experiential journey.
AVL Services with Walkin
The AVL technology component played a central role in the transformation of the space.
The Walkin team managed:
- lighting study
- architectural lighting design
- LED walls and light signs
- audio and video systems
The lighting was designed to enhance the volumes and depth of the tunnel, amplifying the immersive effect of the experience.
RESULT
An urban infrastructure repurposed as an experience venue. A tunnel transformed into content. A set-up that became a lever for engagement. Every element was designed to foster involvement, sharing, and a direct connection with the brand‘s world.
The added value came from the integration of set-up and technology: a single operational partner for set design and technical services, offering tangible benefits in terms of coordination, logistics, and turnaround times.
With The Power of Maybe, Maybelline New York brought its universe to the heart of Milan. Thanks to Rossoevolution and TC Group’s two BUs, that universe came to life.
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