When it comes to marketing, Mielle's vision is a clear one: bold, pink, and confident. Having been approached by them to produce a pop-up experience at the O2 in April 2025, we were only too happy to work with them again in Paris, at the Natural Hair Academy.

As with Mielle's pop-up shop earlier in the year, the name of the game was pink (and lots of it!)

Mielle's goal is confidence for all, and this aim feeds into the immersive experiences at their exhibition stands. We worked with them to create a custom, white-lit throne staircase. The throne set up was re-used and refreshed from their O2 project, and it proudly took centre stage. Unique, fun touches like this provided the stand with Instagramable photo opportunities, and a talking point; immersivity makes all the difference to brand activation.

For this project, we had a lot of space to play with: a 10x7m Island Site stand. We covered the platform floor with eco velour pink carpeting. This was framed with aluminium ramping to provide sloped access, increasing ease of accessibility. The pink was off-set by wisteria planters, white frames, and furniture, and we made the big space feel finished with custom corner wall units to round off the edges.

The core wall was a sturdy subframe, with stretch and staple eco-fabric graphics, making for a sustainable, impressive appearance. There were white shelving units built into this, with Mielle's distinctive hair products throughout.

Mielle's stand was an inviting presence, offering plenty for visitors to do, and ways to interact with the team, and their products. In this way, they were able to create a distinctively bold brand experience, and create some long-lasting memories for prospective customers.