THE WHAT? Maybelline New York teamed up with Ffface.me to install a building-scale AR mirror in Kyiv, Ukraine – said to be the world’s largest to date.

THE DETAILS The L’Oreal-owned make-up brand’s installation spanned 4,000 sq m, and was activated via a kiosk below the screen where visitors could try on the new mascara in virtual reality, with the results appearing on the giant screen above.

THE WHY? The experience racked up 3 million organic views and mentions, L’Oreal reports. As Polina Klekovkina, COO of Ffface.me, claims, “People no longer engage with traditional advertising materials, and we advocate for their rejuvenation through the infusion of interactivity. This care study serves as a testament to this shift.”