The Art of Beauty: Google x Pat McGrath

A Q&A with My Beautiful City, producers of the Shop with Google x Pat McGrath Labs New York pop-up

How log did it take to bring the vision to life?

We worked across 14 days of production to deliver a three-day public event. Every detail — from build to beauty stations — was designed to immerse visitors in Pat McGrath’s universe, powered by Google’s AR technology.

How many people experienced the event?

Over the course of the weekend, we welcomed 3,440 attendees to the space.

Walk us through the key interactive moments?

Guests explored AR virtual try-ons of Pat McGrath Labs’ signature lip products and Mothership eyeshadow palettes via Google’s AR Beauty tool, and booked make-up sessions with artists from the Pat McGrath Labs show team.

What was the digital impact?

Alongside the physical activation, the campaign generated 3.4M impressions and 850K engagements, amplifying the reach of the ARt of Beauty far beyond the venue walls.