La Mer Cremery Activation, Guilfoyle Park Double Bay NSW Australia.

SDD25/16_04: Blending beauty with indulgence, The La Mer Crèmery pop-up in Sydney’s Double Bay offered a standout example of how luxury skincare can be brought to life through immersive design and unexpected storytelling. Created to celebrate the iconic Crème de la Mer moisturiser, the experience took the form of a retro-inspired ice cream parlour, developed in collaboration with renowned Australian chef Neil Perry and his team at Margaret. Guests were invited to sample the brand’s signature cream alongside a bespoke ice cream flavour crafted by Perry, capturing the luxurious, sensorial essence of the product in edible form.

This pop-up activation was more than just a sampling opportunity, it was a joyful fusion of skincare, culinary craft, and experiential branding. With its nostalgic design details and multisensory approach, the Crèmery drew hundreds of visitors, turning a traditional product trial into a shareable, emotionally resonant moment. Brought to life with the support of creative agency Rizer, the experience showcased how global beauty brands can use playful, unexpected formats to deepen consumer engagement and elevate their storytelling in physical spaces.

Pictures courtesy of Louisa Penney via LinkedIn / Lacey Lopez via Instagram.

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