Global: Leo Pharma launches photographic pop-up NY:SKIN

NY:SKIN aims to map New York's diverse faces
NY:SKIN aims to map New York's diverse faces

Global dermatological company Leo Pharma has teamed up with brand experience agency Hot Pickle and creative agency Antidote, to launch photographic pop-up NY:SKIN.

NY:SKIN will work as a photographic sensus, and aims to map New York through the diverse faces of its inhabitants. 

World-famous fashion and beaty photographer Rankin will shoot portraits of New Yorkers in the pop-up's open studio and gallery. He said: "Celebrating the idea of ‘real beauty’ has always been at the heart of what I do, so being able to explore this powerful concept further with skin health leaders Leo Pharma is a natural extension of my passion."

The pop-up coincides with Healthy Skin Awareness Month, which aims to present and celebrate the diverse nature of New York's skin. Rankin will capture the 'real beauty' of his subjects, showing all the supposed flaws that make people unique. The high-res images will be displayed at the pop-up gallery, as well as online via a dedicated project microsite.

Paul Hargreaves, global head of clinical operations at Leo Pharma said: "NY:SKIN is a unique way to explore skin in all its beauty and faced with all its challenges. This is an original way to show that there is absolute and undeniable beauty in all types of skin, no matter its condition."

Andrew St Clair-Johnson, co-founder of Hot Pickle said: "The ambition was to find a new way for Leo Pharma to engage with their customers, health professionals and the broader public on the important topic of skin health. NY:SKIN really delivers on this goal and we’re delighted to have been part of the team that has brought this unique idea to life."

NY:SKIN will run until 10 November on West 14th Street, New York, but will continue as a project online. The pop-up will also host a number of healthy skin advocacy events. 

Last month, Google opened a pop-up in New York that showcased its latest products. In September, Candy Crush creators, King, staged a multi-sensory orchard experience in New York's Madison Square Park.

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