To launch the Hot Tools Protect & Style Collection, we designed an immersive booth experience for Ulta’s FLC show that cut through the clutter of a crowded show floor. Built around the platform “Let There Be Heat,” the space guided visitors through a runway-inspired tunnel featuring product discovery coves, live styling demonstrations, and interactive education stations. Each cove brought the collection’s scent profiles to life through faux floral installations, creating a sensory moment that helped associates connect fragrance, formula, and benefit. The experience transformed product training into an engaging brand journey—ensuring store associates left the show excited, educated, and ready to champion the new line in stores.