The activation was very well received by Mielle's senior US management team, who were on-site and happy with the delivery. It gave Mielle a strong international presence at a leading haircare event and created a clear, engaging way for the French audience to discover the brand and its product collections.

Usher's residency at The O2 provided an opportunity for Mielle to show up in a high-profile entertainment environment and connect with its audience through an experiential activation. The aim was to create a visually strong and engaging stand that brought the Mielle brand to life while giving audiences a reason to interact with the brand.

Experiential activation

I led the project from concept through to delivery, developing the activation idea and the activities that took place on the stand. I sourced and managed the production partner, oversaw the branded assets, managed the project delivery and promotional team, and worked closely with the PR team to ensure influencers had the assets they needed for content creation. I was also responsible for overseeing the production and delivery of the activation on-site.

The activation was designed to give audiences a reason to stop and engage with Mielle rather than simply passing through the space. The stand brought together branded visual elements, interactive activity and opportunities for content creation, creating a strong physical presence within the wider Usher experience.

Mielle were very impressed with the visual outcome and felt the activation delivered at the calibre they wanted to achieve. The influencer content supported the wider activity and helped extend the experience beyond the physical activation. The US senior team were also very happy with the final delivery.