In celebration of its new Climax Mascara, NARS Cosmetics has announced the launch of an interactive pop-up experience in New York this weekend.

For three days, the fashion-led cosmetics brand will welcome beauty aficionados, lovers and fans to its House of Climax, which it describes as a ‘world of mystique, intrigue and indulgence’.

The pop-up is a creative experience fusing sensorial moments, live performances and interactive elements for a ‘breath-taking journey of the mind’. Together with its controversial name, the pop up will be promoted with the hashtag #neverfakeit

The pop-up will be open to the public (or at least, those aged 21 and up) from 7pm to midnight September 20 through 22.