School House creates La Mer experience in Shanghai

New York-based creative agency School House has partnered with cosmetics brand La Mer for its Edge of the Sea campaign exhibition at Shanghai’s Power Station of Art.

The immersive, multi-sensory campaign activation is “designed to explore the joyful, powerfully truthful story of the sea and its role in discovery, healing and recollection,” according to School House.

“This was the first international exhibition that School House has had the opportunity to conceptualise and produce,” said School House founder and principal Christopher Skinner. “It required us to bridge strategic thinking, retail experience and brand storytelling in a new way, for a new market.”

Located within and upon the canvas of the Power Station of Art (home of the Shanghai Biennale), Edge of the Sea celebrates La Mer’s signature Creme de la Mer through immersive storytelling art. Inspired by the colliding force of two artistic lenses, the activation features a collaboration by father and daughter photographers Mario and Gray Sorrenti – across two generations and two perspectives, the Sorrentis have captured the impact of the sea and shore on our collective and individual imaginations.


For the project, School House suspended a projection ring of Sorrenti content, in which consumers could pass through and sit within the 360-degree visual and audio sea-going memories of the father-daughter duo.

Edge of the Sea opened October 9 and can be experienced through October 23 at Shanghai’s Power Station of Art.

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