Street Art Pop-up Brand Launch Event
When Estée Lauder approached William Goodman in 2016 they were looking for an edgy artist to design works around their new Estée Edit line targeted at millennials and curated by instafamous trendsetter and model Kendall Jenner. The new line, initially launched in Canada and available exclusively at Sephora, landed Goodman in Toronto for a four day promotional tour in a van decked out with a 6‘ x 7’ original piece designed exclusively for the Edit launch. Toronto residents were invited to receive makeovers in the van and Goodman would paint them an original piece—in the end creating more than 200 pieces over four days.
The final day of the launch ended in the largest Sephora in Toronto, in the Toronto Eaton Center on famous Yonge St. The windows were lined in Goodman’s original pieces lending a graffitied aesthetic to the store’s launch event. Customers who purchased items from the Edit line received hand-tagged graffiti style bags from the artist. Each of Goodman’s 13 original pieces created for the launch now hang in Sephora stores across Canada to promote the Edit line.