Mecca
Creating the Coachella of Cosmetics.
Meccaland
What began as a brief for a beauty convention transformed into a cultural phenomenon. MECCALAND, brought to life through a collaboration between MECCA and TABOO, redefined beauty retail by creating an immersive, three-day festival experience that was dubbed “experiential retail on acid”.
Held in Melbourne in 2018 and Sydney in 2019, the sold-out events attracted over 15,000 beauty junkies, featuring over 50 interactive brand activations, exclusive product launches, and appearances by local and global influencers and beauty experts.
The Results
The festival's innovative approach generated over 70 million earned media impressions - being seen by 1 in 2 Australian women - and set a new standard for experiential marketing globally.
