Making Meccaland: behind the scenes at Australia’s biggest brand experience
Meccaland welcomed 15,000 customers through its neon tunnel over the weekend, the culmination of months of work for creative agency Taboo. Mumbrella’s Brittney Rigby speaks to creative director Reece Hobbins and group account director Kate Prowse about what other agencies and brands can learn from what is now Australia’s biggest consumer brand experience.
Reece Hobbins wanted the 15,000 people who walked through Meccaland’s neon tunnel over the weekend to feel like they were entering Disneyland.
The three day beauty festival was the brainchild of Taboo, including its creative director Hobbins. The creative agency dreamed it up as a way for makeup brand Mecca to provide a customer experience outside of shiny Westfield stores.
A warehouse in Sydney’s Eveleigh was the perfect foil to glossy shopfronts, the stage for an experience Taboo wanted to be less “paying entry for a shopping centre experience” and “more of that festival, Disneyland experience”.
Epically executed event. Nothing else of it’s kind in the country. The attention to detail is evident, Taboo really nailed it. Congrats Kate and Reece.
Definitely a well-executed event with some fantastic stalls – Taboo did a great job. However, I won’t be returning next year. Other than the setup, I didn’t feel there was much-added value for attendees. It felt like a glorified, crowded Mecca store, and I would have rather taken the $70 I spent on entry to my local Westfield. That being said, if the brief was to target 14-18 year old girls who love a selfie, they nailed it.