Miley & Maybelline

To celebrate Miley Cyrus as the new brand face of Maybelline New York, we created an immersive brand experience that merged fashion and beauty with the lifestyle of an icon – where music meets makeup. Inside the Harbour.Club in Cologne, we staged a Hollywood aesthetic within a striking industrial location. A bold contrast that amplified the campaign’s pop-cultural relevance and disruptive spirit.
The central idea translated Miley’s iconic persona into a spatial experience. A seamless red carpet installation became the narrative backbone of the evening: the dinner table was visually integrated into the carpet through a custom-designed tablecloth, blending hospitality and spectacle into one continuous stage moment. Suspended above the table, a Maybelline-branded Wrecking Ball became the visual highlight – a powerful reference to Miley’s music legacy and a bold brand statement in one.
Thirty carefully selected (non-paid) influencers were invited to ensure authentic brand advocacy and credible storytelling. Prior to the evening event, guests received professional makeovers using Maybelline products, directly connecting product experience with campaign messaging. This strategic pre-event activation strengthened product understanding and encouraged organic content creation throughout the night.
The industrial setting was elevated through music-inspired design elements and subtle references to Miley’s career. From stage-inspired lighting to curated decorative details, every visual cue reinforced the theme. The red carpet dinner table created a strong, highly shareable visual anchor and seamlessly connected the various curated content spots within the space.
By transforming a brand celebration into an interactive, music-driven experience – including live karaoke in the evening – we moved beyond passive event formats. Guests became performers, creators, and storytellers, generating high engagement and emotional brand connection. The full immersion into the “Miley hype” created strong identification and cultural relevance.
The fusion of industrial coolness, Hollywood glamour, music culture, and immersive product integration resulted in a highly distinctive event that celebrated an icon while driving authentic, high-quality brand engagement.