Derek Zoolander Center For People Who Don’t Age Good
Transforming a landmark building into the DZCFPWDAG, Kiehl’s invited the public to master the art of “aging good”, through a series of Zoolander approved steps featuring their anti-aging product line.
A Model Opening
How do you make a spectacle worthy of the DZCFPWDAG? A mob of piano necktie wearing male models on scooters, trumpeters in head to toe leopard, and a press conference led by a very, very youthful scientist.
The 6 (½) Steps
Inside the DZCFPWDAG, six individual activations allowed for guests to discover and try Kiehl’s anti-aging products while also immersing themselves in the iconic and hilarious world of Zoolander 2.
The Welcome Desk
We invited guests to test their youthfulness by stepping on the “AGE GOOD or AGE NOT GOOD” scale, where they were informed of their inevitable oldness. Thankfully, our male models set them on the right path to aging good with Kiehl’s.
The Decontamination Center
Where models helped to detoxify and purify guests with a spritz of Kiehl’s Refreshing Mist.
Sense & Scents-Ability
Tested guests’ sense of smell, asking them to identify the ripe smells of old age – like moth balls and musty basement – or the glorious scents of youth, such as Fruit Loops, Coachella, and Kiehl’s Midnight Recovery Concentrate.
Guests were taught the importance of moisturization (with Kiehl’s Ultimate Strength Hand Salve) before they rocked the ‘phalangeal’ runway with fashionable finger props.
With fresh “Himalayan” air flowing through their nostrils, guests driſted off into a peaceful meditation under the watchful eye of our trained male models.
The final step was the Rebirth Certification where we documented the vigorous and immediate effects of the youthification process, giving guests the opportunity to pull inspiration from Derek’s plethora of poses before striking a blue steel of their own.