The Secret Key House

SK-II: Innovative experience for a historic brand

To celebrate World PITERA™ Month, BMD helped luxury skincare brand, SK-II, open the doors to the brand’s essential secret ingredient, PITERA™ by imagining a richly immersive space and multimodal brand experience. The pop-up Secret Key House invited guests to unlock some of SK-II’s best kept secrets through a two day, immersive exhibition in Tokyo, Japan.

Although the brand had historically leaned into a traditional representation of luxury, they had recently retooled for a younger audience. The aim for this event was to design an experience that would be lively and fun, providing Instagram-worthy moments while keeping the elevated aesthetic associated with luxe brands.

Mina at SK-II Secret Key House
The Secret Key House Room
SK-II Window Vinyl with shadow

BMD was asked to develop the visual concept and execute key spaces of the event. We focused on SK-II’s crisp red and white color palette and sophisticated typography as the primary graphic device. BMD brought the concept to life through motion graphics, signage, environmental graphics and interventions for the designated rooms along with merchandise and marketing assets.

Pitera Room

SK-II’s Secret Key House, in collaboration with creative agency Forsman & Bodenfors Singapore and production partners Dentsu and Moment Factory, was a huge success. The event sold out within the first day. Following the event, SK-II was the #1 searched brand in Japan, #1 in engagement and the Secret Key House was named the best performing campaign for consumer consideration.

3.2 million social engagements