Launch the new Cloud Fair collection by turning make-up into a playful, pop-inspired experience that takes the Astra world beyond the shelf, encourages product trial and creates direct contact with beauty lovers.
Create a funfair among the clouds in Milan’s Piazza Gae Aulenti: Astra Playland – Welcome to the Cloud Fair. For five days, a 250 sq m installation welcomed visitors into a world inspired by the new collection, featuring pink palettes, make-up stations, skill games based on classic fairground attractions, and popcorn and candyfloss corners. A fully themed Ferris wheel dominated the space, providing the project’s iconic centrepiece and a major photo opportunity in the square. Visitors were invited to discover and try the products, exploring textures and colours through a format that combined beauty and entertainment. A dedicated influencer day brought together more than 50 talents, amplifying the activation’s visibility on social channels.