World-leading cosmetics brand – MAC, partnered with us and creative agency – Komodo, to produce a Halloween experience that would not only align with the brand’s bold aesthetic but also stand out in the saturated beauty event landscape during the Halloween season.
The objective was to blend MAC’s glamour with Halloween’s eerie charm, creating an atmosphere that resonated with the MAC’s attendees of influencers and makeup artists, and positioning them as a brand that creates diverse cultural moments.
We transformed The Windmill – one of London’s most iconic clubs, into a bewitching party set, with MAC’s branding seamlessly woven into every fibre.
Careful design, curation and execution of large-scale installations created an ambience of surprise. From larger features like the wrecking ball photo opportunity to inspire social sharing, down to smaller details, with even the bathrooms fully dressed with an air of horror. Custom-branded makeup stations, bespoke decor elements, and strategically placed product displays ensured MAC’s products could be sampled by attendees. Our use of high-quality materials and meticulous attention to detail ensured that every corner exuded the MAC DNA.
The event attracted influencers, beauty enthusiasts, and a diverse audience, the scale and quality of our production generated widespread social media buzz, amplifying the event’s reach beyond the audience in attendance. The event solidified MAC’s position as a brand that seamlessly integrates its identity into diverse cultural moments and reinforced their status as a global beauty trendsetter.