The collaboration came about through Spot of Glam Agency, who secured a prime position for Mielle at the foot of the O2’s famous golden staircase during the recent Usher concert. The brief was clear: to create a stand-out, interactive pop-up experience designed to get eyes on Mielle as they grow in the UK and European markets.
The activation was designed to turn heads — and it did just that. Drenched in Mielle’s signature pink, the space caught the attention of shoppers and concert-goers with its vibrant design.
Understanding the benefits of creative consistency in advertising (see ‘compound creativity’ research from System1) the Image team drew on Mielle’s existing ‘From One Queen to Another’ campaign’ when designing the space. With the campaign centred on empowerment, self-love and supporting others, the pop-up included an ‘affirmation station’ where guests could write uplifting messages for themselves or a loved one. Plus of course, a regal throne setup perfect for social snaps.
The project taps into the power of the ‘experience economy’ – a shift in consumer behaviour as people increasingly seek ‘meaningful experiences’ to connect with each other, brands, and products. It’s a shift that Image Experiential have been leaning into. The ambitious agency are pushing their creativity and capabilities, achieving more immersive, memorable and meaningful brand experiences for clients across a wide range of sectors.
“Experiential marketing has always been a powerful tool for brands” says Managing Director Alex Cosham. “But with consumers actively seeking experiences in every part of life – particularly since the pandemic – we’re excited to see more businesses tap into this in both B2C and B2B markets. Working with a global name like Mielle at an iconic venue like the O2 shows a glimpse of the possibilities for creative experiences, as well as what’s possible for Norfolk-based businesses.”
