Setting the Scene
To celebrate its 10th anniversary, French cosmetics brand La Rosée opened a temporary pop-up store in the Marais district of Paris: a place to discover its world, its products, and share a moment of conviviality.
Hervé’s role was to design the popup’s digital counterpart. The challenge was to capture the same sense of immersion online, for anyone who couldn’t make it to the store in person.
A World Built from Paper
La Rosée is very focused on people and the environment, striving to infuse authenticity into its communications and products with tailor-made creations and carefully designed packaging.
That spirit guided us toward a concept rooted in the tangible and the sensory. We immediately thought of dioramas and models: small spaces brought to life through paper, staging, and depth.
“Imagine all the elements as if you were making them with paper.”
Everything in the experience was conceived as if built from folded paper or cardboard. For example: to design a shelf, we folded a plane four times and fixed it to the wall.
Every asset followed this model-making logic — except the La Rosée products themselves, which we kept realistic to stay true to the brand.
Depth was essential: a floral frame in the foreground layered 2D and 3D elements, pulling users deeper into La Rosée’s world.
A Secret to Unlock
The digital pop-up unfolds across three spaces. Two are open from the start. The third must be unlocked. To do so, visitors discover hidden hotspots scattered across the first scenes. Once unlocked, a small gesture, dragging and dropping a curtain, reveals the secret café.
How We Built It
The timeline was tight, so we built with speed and control in mind. Vue.js and Nuxt gave us the flexibility to orchestrate the experience.
The 3D scenes run on WebGL with Three.js, using optimized, baked models and textures. To guarantee proper framing on every device, we wrote a custom script that dynamically calculates camera positions.
To keep loading light, we split the experience into two scenes: the first preloads during the intro, the second loads in the background.
Motion design set the rhythm. CSS powered most animations for performance, while GSAP with exponential smoothing handled complex transitions like camera moves. Lottie brought precision to key UI elements.
The hardest part was mobile: we adjusted camera focal length to keep every element and hotspot in frame.
The Joy of Trying Things
The La Rosée digital pop-up let Hervé explore an artistic direction that was both original and poetic: far from our everyday work, and all the more exciting for it.
The project received multiple awards and sparked strong interest from both clients and the design community.
For us, it was a reminder of why we value experimentation: trying new styles, pushing different techniques, and seeing how far we can take them.
About Hervé
Hervé is a Paris creative studio founded in 2019. We design websites, brands, and motion for clients across industries and continents, from Bay Area B2B tech to European luxury. Our aim is to shape identities and environments that stay with people: clear, memorable, and a little unexpected.