Tapping into the ‘experience economy’

Marketing: Alex Cosham, Image Experiential

As a Norwich-based experiential agency specialising in brand experiences, pop-up spaces and exhibition stands, we’ve been creating memorable, quality spaces for clients in a wide range of sectors for over 35 years.

Most recently, Image Experiential has made waves on the international stage alongside global haircare brand Mielle – part of the Procter and Gamble family – bringing a lively brand activation to one of London’s most iconic venues: the O2 Arena.

The collaboration came about through Spot of Glam (an agency offering both retail and experiential expertise specific to the hair and beauty industry) after they 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 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.

A campaign in pink

Drenched in Mielle’s signature pink, the space caught the attention of shoppers and concert-goers alike with its vibrant design.

Understanding the benefits of creative consistency in advertising, we drew on Mielle’s existing ‘From One Queen to Another’ campaign when designing the space. With the campaign centred on empowerment, self-love and uplifting others, the pop-up included an ‘affirmation station’ where guests could write positive messages for themselves or a fellow ‘Queen’. Plus of course, a regal throne setup perfect for social snaps.

Brand ambassadors, decked out in pink and glitzy Mielle crowns, brought the energy – sharing haircare tips, handing out samples and celebrating each ‘Queen’. Mielle extended the experience into the evening too, hosting an exclusive suite for influencers during the Usher concert.

Memorable and meaningful

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 we’ve been leaning into at Image Experiential.

Pushing our creativity and capabilities across our marketing, design and production teams, we’re achieving more immersive, memorable and meaningful brand experiences for a wide range of clients.

Experiential marketing has always been a powerful tool for brands, 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.