Earlier this year, we were approached by Spot of Glam Agency, working alongside organic haircare brand Mielle. Spotting an alignment between Mielle's target audience and Usher's, they'd secured a spot at the O2 for a pop-up during the Usher concert. And not just any spot - a prime position at the bottom of the golden staircase, close to the O2's entrance.

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

Our concept drew inspiration from an existing campaign - 'From One Queen to Another'. See the campaign here.

Keeping the activation consistent with Mielle's wider channels, we made real the throne that popped up across digital channels. We set it against a pink backwall with Mielle LED logo, pink wisteria and gold planters framing the space. Each visiting 'Queen' was encouraged to wear a Mielle crown, before taking a regal snap on the throne (and hopefully sharing it on socials after).

At one side, 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 counter top, as well as product freebies to take away.

On the opposite side, a matching dresser was used as the 'affirmation station', with guests encouraged to write a positive affirmation to take away. The pink affirmation cards were not just a reminder of the brand for guests when they got home, but also a lead capture tool. A QR code entered customers into a competition, with the chance to win a hamper packed full of Mielle goodies.

The entire stand was drenched in Mielle's core pink brand colour, with pops of gold to support it. It's safe to say that the space stood out, attracting the attention of passing shoppers and concert-goers from all angles.