KIEHL’S BEYOND SCREEN
To celebrate the launch of Kiehl’s Beyond Screen, we, alongside our partners at Middle Child PR, threw a super trendy, sun-inspired block party in the heart of Toronto! The events centred around a branded, decked out mobile pop-up truck, where free one-on-one consultations with Kiehl’s Skin Pros using their Derma Reader and healthy skin assessment tools were offered. With not one but two back-to-back events at different locations - an influencer event at The Bentway, and a consumer event at The Harbourfront Centre, we got to show off our logistical skills as well as our design skills. With a myriad of engaging branded moments like interactive games, street food and cool photo opportunities, guests went home with sun-drenched memories as well as great samples!
A LOUNGE FOR SUN-INSPIRED BLOCK PARTY VIBES
Wanting to create a sun-meets-block-party vibe, we styled two seating areas outside of the pop-up truck with cabana umbrellas, artificial turf, and fun metal industrial chairs in the event’s bright colour palette of yellow and orange. As an added decor element, we spray-painted concrete blocks with Kiehl’s logo and styled them around the lounges. The focal point was a custom-fabricated product display shelf in the shape of the Beyond Screen Bottle, stationed next to a colourful branded yellow cooler filled with product.
RETRO STREET GAMES FOR EVENT ENTERTAINMENT
Retro street games were essential to capturing the block party vibe, so we fabricated not one but three interactive and prize-winning games and dispersed them throughout the activation. For a completely cohesive look, we had them custom built, brightly painted in the event colour scheme, and fully branded. Product Ring Toss and Tic Tac Ball are a super fun and creative way to hand out product sample and engage with guests!
SHADOW EFFECT TUNNEL Photo booth
In keeping with the sunscreen theme, our partners at Middle Child asked for a photo moment that played with shadow and light, so we designed and fabricated a shadow effect tunnel photobooth! With a large circular cutout in the front wall, attendees could stand in the photobooth and be surrounded by colourful graffiti while spot lights cast shadows on the orange back wall. We loved that the concept behind this photo booth related back to the Kiehl’s Beyond Screen product!
styling the dj booth with fun decor
The DJ booth was a focal moment for the influencer event so we wanted to play it up with some fun decor elements. We branded the front of the bar with the same design theme as the photobooth, and beside it, styled boom boxes and concrete blocks that we had spray painted in the colour scheme and with the Kiehl’s logo.
nyc-style block party street food
For the influencer event we served up New York style fun snacks like hot dogs, pretzels, corn dogs and pizza. We also set up a slushy machine to serve both regular and super fun ‘spiked slushies!’ Nespresso also provided a coffee kiosk serving Nespresso cocktails and iced coffees - delish!
an urban-style gifting station for BRANDED PRIZES
We designed a linear, urban-style gifting station out of metal fencing and hung cool neutral tote bags side by side. Not only did we erect this activation, but we took care of providing the fanny packs and baseball caps stuffed inside, and had brand ambassadors replenish the totes throughout the event. Full service for the win!
vendors
Event Design and Production: Mad Bash Group
Planning, Strategy, and Project Coordination: Middle Child PR
Venue: The Bentway
Photography: Zeikgraphic
Graphic Design: It's Okay Studio
Catering: Food Dudes
