I helped to conceive Australia’s first/ the World’s coolest beauty festival.
Iconic Beauty Brand Mecca Cosmetics approached us wanting a small, straightforward convention aimed at targeting young beauty fans.
Instead we created Meccaland, and with it set a new standard for Beauty events the world over.
Recognizing that for young fans, the world of beauty is about far more than makeup, we conceived instead an unprecedented opportunity for them to connect, celebrate and share.
A true cultural event.
Guests to this three-day festival were treated to a playful, immerse environment, filled with hundreds of Instagram-breaking installations from the world's biggest brands, exclusive products, merch, original art, bars, interactive games, performances and of course not-to-be-missed appearances from the most influential faces in beauty.
See why the event was a sell-out in under an hour and how we generated over 10 million organic social impressions.
Click to see how it all went down.
