In Shanghai, M·A·C Cosmetics’ Innovation Lab reveals makeup as an editorial-grade environment that blends product, technology, and brand narrative into a seamless interactive space. Rooted in six months of deep GenZ consumer insights, the store design erases the divide separating the physical and virtual worlds by enabling digital devices to become your personalized passport to physical product discovery. Through spatial storytelling, techdriven personalization, and an unapologetic embrace of the virtual nature of today’s reality, the Shanghai Innovation Lab feels less like a store and more like a curated expression of the future-facing identity of M·A·C.