"From One Queen to Another": Mielle's Experiential Brand Space at the O2

Organic haircare brand Mielle, supported by Spot of Glam Agency, came to us with a project we couldn't resist. After identifying an alignment of audiences, they'd secured a brand activation slot at the O2 Arena during the Usher concert (yes, Usher!). And not just anywhere — they secured a prime position at the foot of the golden staircase, offering front-and-centre exposure near the venue’s entrance.

The brief: a fun, lively and interactive pop-up that would drive awareness and salience for Mielle.

Building on the strength of the Mielle brand across wider markets, we started with distinctiveness as they seek more traction in the UK and Europe.

Drenching the stand in vibrant Mielle pink and other distinctive brand assets might seem simple, but it’s a sure-fire way to reinforce visibility and brand recognition. Better yet, we know this effect multiplies when attached to a unique engagement.

So that’s exactly what we did. With such a bold, unapologetic colour palette, Mielle were an unmissable presence at the O2 — guests couldn’t step through the doors without spotting them.

At a basic level, this aim to turn heads and grab the attention of shoppers and concert-goers formed the first layer of our project with Mielle. More pink (and other distinctive brand assets) in people’s eyes meant a bigger boost to brand awareness.

The Campaign: "From One Queen to Another"

But come closer, and you’ll find a brand interaction that celebrates empowerment and owns a sense of beauty that not all brands can communicate well, let alone embody so completely.

Theming the activation around an existing Mielle campaign made perfect sense. Translating the 'From One Queen to Another' campaign into a real-world space allowed the uplifting energy central to Mielle, to make a real connection with new customers. Not to mention the benefits of 'compound creativity' across the shared campaign.

Curious visitors were welcomed into the space by Mielle’s vibrant team, who extended the distinctiveness with their bright pink outfits (and custom Mielle crowns!) Guests were invited to write a positive message for themselves or a friend at the ‘affirmation station’ – a custom pink and gold dresser with the words ‘From one queen to another… I see you’ written in pink lipstick script on the mirror.

The interaction served as a nice morale boost, setting a positive tone for the experience and building associations of Mielle as a brand that ‘makes me feel good about myself’. The affirmation cards acted a lead capture tool too, with a QR code entering each ‘Queen’ into a giveaway with hampers of haircare goodies up for grabs.

Every Queen needs a throne

After being ‘crowned up’, guests were encouraged to pose for a regal photo on the throne – a common motif throughout the digital campaign. We made the most of the photo opportunity with LED-lit steps, a pink backwall, and an LED logo. Pink wisteria framed the scene, and (you guessed it – pink!) roses sat either side of the throne in gold painted planters.

The result? Aesthetic, share-worthy shots, that encouraged each Queen to post on socials and drive organic reach even further.

Product & Experience

At one side of the space, a custom pink and gold dresser unit served as a product display zone, featuring the rosemary & mint and pomegranate & honey ranges. Mielle crowns, pink polaroid cameras and accessories were scattered on the gold countertop, plus product freebies for guests to take away and try for themselves.

Brand ambassadors were on-hand to share expert advice and personal tips, connecting with guests over shared hair challenges and adding to the trust Mielle wanted to build. More than anything, the brand ambassadors brought the buzz, embodying empowering ‘Queen’ energy. With an influencer host this was dialled up to another level, making the experience even more fun for guests (plus giving Mielle all the other benefits of having an influencer ambassador)

Whilst our focus was purely on the pop-up, Mielle continued the experience even further...

As the evening unfolded, the brand hosted an exclusive suite during the Usher concert. A group of influencers – closely aligned with Mielle’s target audience – were invited by Mielle and Spot of Glam for an unforgettable night, complete with custom branded cupcakes, flowing drinks, and all-night Usher tunes.

The ripple effect? A wave of social sharing amongst an engaged target audience, which complemented the user-generated content, brand and influencer posts from throughout the day.

'Experiential' can become a cliche or abstract concept for marketers. But this space for Mielle at the O2 arena clearly shows the real value these tactics can deliver. The ability to catch attention, slow people down, and deliver a memorable experience is one that benefits every stage of the marketing funnel.

But at the heart of it all? People. The space came to life through a team of energetic, knowledgeable, and genuinely passionate staff — a reminder that the true power of experiential marketing is the human interaction that can’t be found digitally.

With Mielle a part of Procter & Gamble and led by aspirational founder Monique Rodriguez, this was a project we were incredibly proud to deliver.