Gucci clearly knows how to keep busy. Fresh off unveiling its first U.S. rooftop restaurant, the luxury Italian fashion house is teaming with Sephora for its first-ever beauty pop-up in Los Angeles next month — all in the name of its newest mascara.
Dubbed the Gucci Beauty Network Studios, the 'grammable experience is landing on Melrose Avenue at North La Jolla Avenue from Friday, March 6 (12 to 8 p.m.) to Saturday, March 7 (11 a.m. to 7 p.m.), and reservations are available in 30-minute time slots. The Hollywood-inspired pop-up will feature the brand's buildable creamy Mascara L'Obscur ($35), which guests can try alongside the rest of the luxe label's cosmetics and fragrances.
"I designed L'Obscur mascara for an authentic person who uses makeup to tell their story of freedom, in their way," Gucci creative director Alessandro Michele explains on the brand's website. "We called it L'Obscur because this word balances charm and mystery."
In addition to getting a "screen test," beauty buffs can grab a seat at the Gucci Guilty diner (we're guessing it'll also serve up its fragrance of the same name), explore the Gucci Bloom dressing room inspired by its floral perfume, and "discover memories in the Gucci Mémoire d'une Odeur library" dedicated to its unisex scent, among many other experiences.
Michele launched the brand's first beauty campaign last year to coincide with the Cruise 2020 show, per Vogue. The label currently offers lipsticks and lip balms in metallic, matte, satin, glitter, and sheer finishes and a range of neutral to colorful shades. Soon, Gucci Beauty will launch a glossy multi-use face gel, Éclat De Beauté Effet Lumière — cross your fingers that it'll make an appearance at the two-day event.
Gucci Beauty Network Studios pop-up, 8175 Melrose Ave., Los Angeles, 90046