Sometimes the best event swag is something you can't fit into a tote bag. Enter, the glam station. Instead of a free water bottle or notebook, they send guests home with a glow-up. From makeup touch-ups to tousled waves, these stylish hubs are more than just a perk—when done right, they can be a brand's secret weapon for engagement and shareable moments. Below, we highlight some of our favorite glam stations from the past few years; we've found they can steal the spotlight just about anywhere, whether it's at a music festival, a beauty brand pop-up, or even a corporate event.
It's no secret that glam stations are prevalent at music festivals. At Coachella 2024, Pinterest activated with a fashion and beauty experience called Manifest Station, produced by MKG. Inside, fans could get glowy beauty looks created by celebrity makeup artists from trend-inspired menus built through collaborative boards on Pinterest. Popular options included bold, colorful graphic liners; gemstones; pearls; and metallic stickers. See more: Coachella 2024: Here's What You Missed From This Year's Coolest Parties and Brand Activations
Photo: Kelly Puleio
At last year's Lollapalooza in Chicago, Live Nation produced Ulta Beauty’s House of Joy, where guests could get rocker-style glam. Complimentary services included hair tinseling, temporary hair color, and makeup application at the “Glow Bar.” See more: Lollapalooza 2024: 10 Pitch-Perfect Brand Activations From Ulta, T-Mobile, M&M'S, and More
Photo: Taylor Regulski for Lollapalooza 2024
During Gov Ball 2023 in New York, beauty brand about-face activated its Beauty Stop on festival grounds and provided festival-proof makeup looks, including pigment-packed eyes and iridescent shimmer, courtesy of on-site makeup artists. See more: Gov Ball 2023: 20+ Inspiring Brand Activations From the NYC Music Festival
Photo: Courtesy of Alive Coverage
A glam station for hair/makeup touch-ups at an award show after-party? Genius. Following the Golden Globes in January 2020, Netflix stars and execs gathered in the Robinson-May Lot adjacent to The Beverly Hilton for a post-show party. The event, partly produced by Best Events, included a space dubbed the Refresh Lab, a partnership with Glossier and Moët where guests could get makeup touch-ups. See more: Golden Globes 2020: Event Design Ideas From the Weekend's Biggest Bashes
Photo: Melissa Kobe
Glam stations can also help bring a theme to life. In 2023, Glow Events produced a '90s summer picnic-themed bash for a tech company in the Bay Area. To immerse guests in the theme, Glow tapped fabricator Modest Peach to create this glam station with three mirrors that allowed attendees to add some '90s flair (hello, butterfly clips) to their look. See more: This Corporate Event Has All the '90s Decor Inspo You Need
Photo: Meg Sexton
Naturally, glam stations at beauty brand activations are a surefire way to engage attendees and potential consumers. In 2023, Selena Gomez's Rare Beauty tapped Sunset Studios to transform white-box venue Lavan 541 in New York City's Chelsea neighborhood into a dreamy respite, decked out in pink and red hues. Attendees could stop by this glam station to pose with the products and snap photos in lip oil-shaped mirrors. See more: Selena Gomez's Beauty Brand Blossomed in the Big Apple Thanks to This Experiential Agency
Photo: Mark Davis/The Full Half
In 2021 at the tail end of New York Fashion Week, AGENC produced a floral-packed activation for Dior Beauty's new perfume. The five-day experience offered shoppable beauty stations, a Miss Dior cafe serving branded lattes, and an immersive flower installation designed by floral designer Lewis Miller. The highly stylized interior featured a floor-to-ceiling video wall, makeup and perfume experiences, and custom bouquet-making. See more: See Inside the Dior Beauty Pop-Up That Went Viral During NYFW
Photo: Courtesy of AGENC
Of course, a brand doesn't have to be in the beauty space to work in a glam station activation. Take it from Shake Shack. In 2022, the fast-casual chain partnered with NotCo to create limited-edition, nondairy menu items—which influencers could sample at a relaxing soiree filled with self-care activations in Miami. One of the activations at the event, produced with A21, was this braid bar from Calla Blow Dry. Here, guests could beat the heat and leave in style. See more: Treat Yourself: Shake Shack Celebrates Plant-Based Menu with Non-Dairy Milkshakes and Custom Swag
Photo: Dylan Rives
Glam stations work great as a feature at "pre-parties" to help guests prepare for the main event. Earlier this year, Destination Toronto hosted a networking event ahead of PCMA Convening Leaders' closing night reception. The event, known as TO Fest, welcomed more than 100 clients and prospects. Because Gwen Stefani was the headliner for the closing event, Destination Toronto and Planned With produced this glam station that provided festival-inspired hair and makeup styling, glitter, and glow-in-the-dark tattoos. See more: How Destination Toronto Brought Festival Vibes to a Major Industry Conference
Photo: Maritere Rice
In 2023, SEPHORiA: House of Beauty, the retailer’s largest event of the year, returned for its fifth year in a hybrid format for the first time. The live ticketed event in New York City, produced with Industria Creative, featured a back room that was transformed into an all-pink powder room. Attendees could interact with life-size Candy Glaze factices and vanity stations, with makeup artists ready to provide touch-ups and product sampling sessions. See more: Why Sephora Went Hybrid With Its Big Beauty Event
Photo: Courtesy of Industria Creative
