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World-Class Product Launch at the world's longest Elevator – L’ORÉAL Supermolecular Collagen Night

client:
L’ORÉAL
region:
APAC

Introduction

326m in 88 seconds!

At this year’s on-site event for the 4th-Generation L’Oréal Collagen Honey Pot “Collagen Express Night”, L’Oréal joined hands with the Uniplan team.

Leveraging creativity, technology, and execution capabilities, they broke boundaries to deliver the world’s first skincare product launch on an outdoor sky elevator, creating a world-class spectacle.

Challenge

Creating a world class product launch

The core of the 4th-Generation L’Oréal Collagen Honey Pot is "Supermolecular Collagen Flash Charging", which reaches the skin’s layers in 15 minutes.

But how to let guests intuitively feel this speed and depth on-site? At Zhangjiajie’s Bailong Elevator, skincare technology was brought to the top of a "world wonder" for the first time.

Executing the event at Bailong Elevator posed a triple extreme challenge in creativity, technology, and execution management, and fully demonstrates Uniplan's belief and capability to turn the impossible into reality.

As the elevator descended during the activation, the light and shadow inside, projections on the external cliff walls, synchronized sound effects, and spherical screen images all evolved seamlessly, ultimately reaching the event’s climax the moment it arrived at the valley. At that instant, the product’s super-fast-penetration-technology was conveyed to the guests.

What We Did

An extraordinary experience starts with telling a story

A great launch event should make guests become part of the story from the first moment.

The team divided the entire guest experience into three story-based chapters, connected by a complete narrative thread.

To deliver an extraordinary experience and visual impact for guests, the team specifically invited directors and screenwriters from the Shanghai Theatre Academy to create a customized interactive script. Professional stage actors were cast as NPCs (Non-Player Characters), and combined with offline interactive installations, we aimed to create absolute differentiation in the experience, allowing guests to absorb the brand’s intended message through immersive engagement.

How We Delivered

Surreal and stunning design that conveys product information

In terms of design, we chose to coexist with Zhangjiajie’s ecological environment, integrating the Bailong Elevator—built against the mountain—into the highlight segment of the launch event.

The 10-meter super giant collagen sphere and 5-meter giant circular screen are the visual core installations of this launch event.

To magnify the collagen network structure, which is only observable under a microscope, by tens of thousands of times, the giant collagen sphere creates a surreal experience.

Meanwhile, the product’s core technology and the venue’s characteristics achieve a subtle unity in both physical time and sensory experience.

500 drones creating a giant aerial brand screen

The launch event was surrounded by mountains, so there were far more restrictions on the drone show than in urban or open spaces.

The team managed to make the drones perform as many movements as possible within the limited area, ensuring the giant aerial screen delivered an extremely strong visual impact.

In the final product launch segment, the supermolecular collagen sphere slowly carried the product toward the brand ambassador, who unveiled the product. Meanwhile, 500 drones created a stunning aerial screen. To ensure the drones took off smoothly, the team made tremendous efforts and collaborated closely in execution management.

The host’s narrative storytelling further established an emotional connection with the audience. This approach not only captured everyone’s attention with the aerial screen but also made the brand message resonate deeply with the audience.

As the first commercial event held at Bailong Elevator, the success of this launch lies in our combination of natural wonders and immersive technology, turning abstract skincare principles into tangible experiences.

Countless refined details ensured the uniqueness of this experiential journey left a deep impression. We would like to thank our client L’Oréal Paris for their strong support and recognition, as we jointly made this impossible high-speed journey a reality.

The Key Facts

Project: Create a holistic brand experience for the L’Oréal Paris launch event at the Zhangjiajie Bailong Elevator, including a high-profile new product release ceremony, immersive tech experience links, and a curated consumer journey.

Mission: Enhance the launch impact of the Little Honey Pot 4.0 and strengthen emotional brand connections through natural landscape integration, large-scale tech installations, and multi-scenario interactive design.

Solution: Delivered immersive spatial experiences combining Guinness World Record-linked elevator experiences, tunnel interactive installations, and celebrity-led launch moments to convey the brand’s technological innovation in skincare while blending it with natural grandeur.

Result: Centered on "Supramolecular Collagen Night", created a high-altitude skincare journey that successfully delivered a perfect launch experience for the 4th-generation L’Oréal Little Honey Pot.

Numbers

10 meter high collagen installation

5 meter circular screen

Over 500 drones

Traversing 326 meters in 88 seconds