Mirroring: A Reflection on 100 Years of Benamôr

For Lisbon Design Week 2025, Spacegram partnered with Benamôr, one of Portugal’s most iconic cosmetics brands, to celebrate its centennial anniversary through a site-specific installation titled Mirroring. Set within Benamôr’s flagship store in Lisbon, the project reimagines the brand’s visual codes through a whimsical and immersive design that explores the deceptive and transformative power of reflection.

Drawing from a century of archival history—ranging from vintage posters and slogans to the graphic evolution of its packaging—the installation uses the mirror as its central protagonist. Far from being a neutral object, the mirror here is treated as an active “image-maker,” capable of altering perception and reshaping reality.

The intervention features a dynamic configuration of dozens of mirrors arranged at varying angles and heights, disrupting the traditional retail environment. These reflective surfaces fragment and multiply the space, catching unexpected details of the store’s playful new elements while inviting visitors to see themselves—and the brand—from new perspectives.

The concept digs deeper than mere aesthetics, touching on the intimate relationship between a cosmetics brand and its user. Just as Benamôr’s recipes have become a personal part of daily routines for generations, Mirroring reflects the idea that beauty is not found in an external image, but in a deeply personal feeling. The installation ultimately guides visitors back to the brand’s enduring leitmotiv: Amor (Love). By surrounding the viewer with their own image in a space of history and care, the project suggests that beauty is not in the eye of the beholder, but inherent in the self—no angle required.