Illamasqua. Never Ordinary, always Extraordinary.

Illamasqua has joined forces with talented students from the London College of Fashion (LCF) to create a pop up installation in the heart of the West End at 8 Kingly Street, W1 from Wednesday 2nd – Saturday 5th March 2011.

Never ordinary, always extraordinary, Illamasqua challenged LCF students to use themes of sustainability and recycling to create a striking display to demonstrate “warpaint against mediocrity”.

Illamasqua launched a make -up Amnesty during the summer of 2010 to “Ditch the make-up drudgery and embrace the extraordinary.”

Customers were encouraged to bring any product from any brand to their local Illamasqua counter to trade in for any Illamasqua product they choose at a discount.

LCF students from BA (Hons) Make-Up and Prosthetics for Performance, are re-using the dull, the average and the ordinary make-up items that were discarded by customers during the Amnesty to create a beautiful installation.

Extraordinary creatures, designed and created by the students using Illamasqua products, will be found skulking and prowling around the Kingly Street installation every lunchtime between 12:30pm – 2:00pm and evenings from 5:00pm – 6:30pm.

Visitors to the area should also watch out for these otherworldly characters taking a daily journey to the Illamasqua flagship store on Beak Street, via Carnaby Street and the surrounding areas from 1st March 2011 to claim an exclusive 15% discount at the Illamasqua store.

View our most recent work for Illamasqua here.

Read the Illamasqua case study here.

Posted by Natalie Hargreaves.