SKIN1004

K-beauty met city grit as SKIN1004 landed in New York to showcase their The Untouched Nature collection in anticipation of opening their first North American flagship store, right in the heart of SoHo. Known for its Centella-based skincare, the brand stepped out of the digital space and into the streets, inviting people to see, touch and feel what purity really means. Working with MG Empower, UNCLE and SKIN1004 took over the city with a mix of wildposters, chalk stencils, projections and a sampling activation. At night, towering projections lit up SoHo with cinematic landscapes. By day, chalk stencils marked the streets, guiding passersby to the brand’s activation site, where hundreds of Centella face masks were pasted across a billboard for people to peel off and take home.