Popping up in the centre of Melbourne

Melbourne’s iconic Central shopping precinct recently played host to a vibrant and engaging retail activation by Glow Recipe, the cult-favourite skincare brand known for its fruit-forward formulations and playful aesthetic. In partnership with beauty powerhouse Mecca, the week-long experience transformed the space beneath the Melbourne Central cone—encasing the historic Shot Tower—into an immersive, high-impact destination for skincare lovers.

Strategized, designed, and manufactured by creative studio Room One, the installation was a masterclass in retail theatre. Built from custom-perforated metal and painted in a rich burgundy tone, the design offered a bold contrast to Glow Recipe’s signature pastel packaging, making the products pop in an otherwise industrial-chic structure. The sleek finish and attention to detail elevated the temporary space into something that felt permanent, premium, and perfectly aligned with both brands' commitment to quality and innovation.

The centrepiece of the activation—and a clear crowd-pleaser—was a custom-designed claw machine, reimagined through Glow Recipe’s playful lens. Visitors were invited to test their luck and skill for the chance to win full-sized products and exclusive mini treats. The interactive element not only drew a steady stream of passersby but also encouraged social media sharing, with many visitors capturing their glowing wins under the dramatic architecture of the cone.

Strategically placed in one of the city’s most trafficked retail destinations, the activation successfully merged experiential marketing with clever brand storytelling. By blending design, engagement, and premium product presentation, Glow Recipe and Mecca—through Room One’s creative execution—delivered a memorable, feel-good moment that resonated with both loyal fans and curious newcomers.

As temporary as the pop-up may have been, the impression it left was lasting: proof that when beauty meets bold design, the result is nothing short of radiant.