For Paul Mitchell’s “The Gathering” in Las Vegas, We Are Matik designed and developed a series of interactive experiences for their “Curls” product release. The attendees at the event, composed of 3000 hair professionals, begin their interactions in the “Curl Experience” with a walk through a maze-like tunnel of projection-mapped walls playing desaturated videos of curly-haired models confessing their day-to-day challenges with naturally curly hair. They are immersed in an audio and visual experience that culminates with their opportunity to record their own confessions in “Confession Booths” situated at the end of the tunnel. The end of the tunnel transitions into Paul Mitchell’s celebratory zone called “Curl World”, where visitors familiarize themselves with the new product line which is designed to tame, yet accentuate naturally curly hair. In contrast to the desaturated, monochromatic “Confession” area at the beginning of the experience, the “Curl World” area is more upbeat with vibrant colors and lively music, signaling a frizz-free future.
Brand Activation Design
Fabrication & Prototyping
The attendees begin their interaction in The Curl Experience with a walk through a maze-like tunnel of projection-mapped walls playing desaturated videos of curly-haired models confessing their day-to-day challenges with naturally curly hair.
The attendees record their own confessions about their curls in the “Confession Booths” situated at the end of the tunnel. The touch screen is easy to interact with, guiding users step by step through the process.
The videos recorded from the booths are aggregated, curated and presented on a 30’ (w) x 8’ (h) large projected wall. The crowdsourced content seamlessly transition to show Paul Mitchell’s brand identity and campaign visuals.
The main twitter wall 9’ (w) x 16’ (h) in the “Curls Experience” space real-time show tweets with specific hashtags from the Paul Mitchell’s campaign. The same experience is used for the opening ceremony.
2 Paul Mitchell’s hairspray bottles transformed into controllers enabling the attendees to activate shutter triggers themselves to take photos.