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MADAME TUSSAUDS
SUPERMODEL FOR A DAY
An AR experience that put visitors on the runway — literally — millions of times a year.
What we did
For Madame Tussauds' new installation, we built an AR make-up experience that gets visitors camera-ready in seconds — five swivel-chair stations, 47 augmented reality make-up combinations layered over real make-up lighting. Once "done up," visitors moved to an interactive photo catwalk to shoot a personalised magazine cover.
Why it worked
Blending real-world elements — actual make-up lighting, real chairs — with AR overlays made the experience feel physically real, not like a filter on a phone screen. The magazine cover format gave people something tangible to walk away with, and it became one of the most popular purchase options at the end of the visit. Working across 5 stations with 47 combinations, the installation handled real throughput: roughly 3,500 visitors a day, 24,500 interactions a week, 1.2 million "supermodels" a year.
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