The relationship between the art and fashion industries is well established, yet the beauty sector still offers opportunities for fresh perspectives. Artistic collaborations are on the rise, and Hourglass chose to celebrate the launch of its latest product, Unreal Liquid Blush, with a three-day artistic pop-up event in New York City’s Prince Street, at the corner of Elizabeth Street.
Hourglass enlisted the renowned visual artist Andrés Reisinger for the project. “We were captivated by Andrés’ work, which seamlessly merges digital and physical realms,” explained the founder and president of Hourglass. “He is a highly sought-after digital artist, inviting a new generation to experience art and enjoy a moment of escapism. His famous pink hues are mesmerizing, making it natural to connect the worlds of beauty and art during this exciting launch.”
Reisinger is known for his digital transformations of iconic architectural locations worldwide, often characterized by his distinctive pink drapes. For Hourglass, he also created a rare physical installation to bring the concept to life. “While many brands are embracing AI in their content, we wanted to take the idea further and create a surreal world that could be experienced across multiple platforms – through social, digital, and an immersive in-person pop-up experience,” noted the chief marketing officer for the brand. “Bringing Andrés’ signature pink drapes from his viral ‘Take Over’ series to life was a perfect way to showcase the beauty of color and support a cultural moment with his New York City debut.”
Reisinger described his work as originating from reflections on urban spaces and the environments we create. “‘Take Over’ allows me to reimagine cities, honoring them within and outside the digital realm. My goal is to layer their essence, inviting both locals and distant viewers to engage with their reimagined existence,” he said.
The collaboration goes beyond just a visual experience. “This event marks the launch of our new Unreal Liquid Blush campaign, which blurs the lines between surreal and real worlds,” added the chief marketing officer. Reisinger was drawn to this concept: “The interplay of real, unreal, surreal, and hyperreal fascinates me. I enjoy moving beyond the limitations of language to explore uncharted territories of pure imagination. New York’s spirit, the protagonist in this narrative, resonated with Hourglass’ vibrant, innovative, and richly pigmented character.”
As for the blush itself, it’s the first liquid blush in the Hourglass collection and lives up to the hype. Beyond its buildable color, it’s packed with skincare ingredients, making it almost like a tinted serum for the cheeks. The product includes the Hourglass Unreal Lifting Complex, featuring hydrating hyaluronic acid and lupin seed extract, which smooths and plumps the skin for up to 12 hours. A precise nozzle on the bottle allows for easy application, from a subtle wash of color to a more dramatic effect.
