Australia’s largest beauty festival, MECCALAND, is launching today in Sydney.
The event, designed in collaboration with experience-led creative agency TABOO, is three times larger than the launch festival last year and is now Australia’s largest consumer-brand experience.
This year’s MECCALAND features 44 of MECCA’s beauty brands and is an evolution in consumer marketing within the beauty sector.
TABOO and MECCA have taken inspiration from the world’s best entertainment experiences and have designed the festival to include five immersive worlds that reflect the customer’s attitude, creativity and diversity in their self-expression of beauty.
The festival has been touted as the ‘Coachella for Cosmetics’ by global fashion bible WWD and has also been shortlisted for the internationally renowned Glossy Awards, which recognises companies transforming the fashion and beauty industries.
TABOO creative director, Reece Hobbins said: “Both TABOO and the MECCA team have aspired to evolve the beauty experience beyond anything done before.
“This means focusing on understanding what today’s “beauty junkie” truly values – not just in a brand or retail experience, but also the cultural relevancy, the entertainment & education factor, and what is actually worthy of their time.”
MECCA head of retail marketing, Monique Holmes said: “Providing our customers with the very best brand experiences is absolutely critical to us and MECCALAND is the future of how we deliver these experiences.
“TABOO have always understood this and worked with us to push the boundaries of how a beauty brand behaves – not just within the beauty category but in a broader context.”
MECCALAND is being staged at the Australian Technology Park at Eveleigh in Sydney and runs until Sunday 19th May.
Client: MECCA Brands
Creative Agency: The Taboo Group
Build Partner: Team Event
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]
Yahoo Advertising has launched Yahoo Blueprint, a central AI suite that powers performance-based solutions within the Yahoo DSP. Fuelled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers. This new AI […]
Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]