Australia’s first beauty festival
Coachella for Cosmetics.
Beauty icon MECCA and TABOO set out to create Australia’s first beauty festival. The objective was to increase brand exposure for MECCA and its brands, and solidify the retailer as the pioneer of Australian youth beauty culture.
Together we conceived, designed and executed what has become Australia’s largest and most celebrated brand experience, MECCALAND.
The MECCALAND festivals fused beauty and culture in a truly immersive experience that captured global attention and the hearts of beauty junkies all over Australia.