Caudalie

To strengthen its leadership in clean sun care and stand out in a competitive market, Caudalie teamed up with YKONE to create a summer brand experience in the heart of Milan. Inspired by the South of France, the 10-day immersive pop-up highlighted the brand’s commitment to natural formulas, eco-conscious values and sensorial pleasure.

From location scouting and creative direction to production and storytelling, YKONE transformed a hidden urban venue into the Caudalie Sunny Playground. Over 10 days, the pop-up welcomed hundreds of visitors into a world of immersive touchpoints: interactive skin diagnosis, educational games about sun protection, creative workshops and curated spaces to relax and recharge. The experience blended wellness, learning and fun, engaging both families and young adults in a colorful setting.

To kick off the activation, Caudalie and YKONE also organized a dedicated influencer day, inviting more than 30 content creators and their children to discover the Sunny Playground through a curated program. Throughout the day, guests explored interactive skin tests and educational games designed to raise awareness around sun care in a playful way. While adults took part in a creative natural dyeing workshop inspired by sunlight and botanical shadows, children enjoyed a Botanical Treasure Hunt combining outdoor play and learning. The experience concluded with a laid-back open-air picnic, turning the moment into a warm and shareable memory, sparking both emotional connection and authentic content creation.

Event Production, Artistic Direction & Creative Guidelines

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