Soap & Glory: The Glowcade

As a Walgreens-owned beauty brand, Soap & Glory created an opportunity to rethink how the brand could show up inside the Walgreens store environment. The challenge was to move beyond the typical drugstore beauty experience: functional, shelf-driven, and promotion-heavy, and transform a small footprint into something joyful, sensorial, and destination-worthy.

I helped turn Soap & Glory’s playful British personality into The Glowcade, a beauty activation where discovery became a game. Pink glow lighting, motion-triggered moments, scent interactions, an AR mirror, product education games, and prize-like sampling transformed the aisle into a playful brand world. I worked across brand world-building, concept visualization, spatial design, and customer journey, shaping how people would notice, enter, play, smell, learn, share, and continue engaging beyond the main activation. The concept was designed as a scalable system, able to flex from a full in-store experience to smaller shelf, endcap, and aisle expressions.

The concept reframed beauty retail as a moment of play rather than a passive shelf experience. It made Soap & Glory feel more immersive, memorable, and participatory, while creating a flexible activation system that could bring moments of fun, scent, and discovery into different parts of the Walgreens store.