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.
The Curl Experience
Celebrate your curls
Client
Paul Mitchell
Event
The Gathering
Scope
Brand Activation Design
Fabrication & Prototyping
Environmental Design
Technical Development
User Experience
Animation
Confession Tunnel | Projection-mapped Environment
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.
Confession Booths | Video recording Experience
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.
Confession Wall | Video sharing Experience
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.
#JPMS Twitter Walls | Social Media Integrated Installation
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.
Photo Opportunity | Product Hacking & Development
2 Paul Mitchell’s hairspray bottles transformed into controllers enabling the attendees to activate shutter triggers themselves to take photos.
