e.l.f. Launches Mirror Mix as Its Music Strategy Expands Across Streaming and Roblox
The beauty brand’s second original album features seven rising artists, with a Genius live performance and distribution across music platforms and Roblox.
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How Brands Are Using Sport and Wellness Experiences to Build Community
From PUFF and adidas to lululemon, Lacoste and Kith, brands are using sport and wellness experiences to bring people together. Here is how founders can choose between a partnership, a recurring program and an ongoing destination.
Kewpie Uses a Covent Garden Konbini to Bring Product Trial Offline
Kewpie and agency Backlash turned a two-day Covent Garden pop-up into a Japanese convenience-store-inspired sampling experience for the brand's mayonnaise.
Coty Brings Chloé Le Nectar Into a Music-Led Retail Activation With Nocibé
Coty and Chloé brought Le Nectar to a two-day experiential activation at LA PATATE DOUCE with retail partner Nocibé and a perfumer-led masterclass.
Sephora Takes Its Beauty Partnership Backstage at Dancing With the Stars
The beauty retailer is using the television partnership for backstage services and fan-facing beauty moments as the new season airs.
Miss Dior Joins WYouth’s Debut at New York’s Casa Magazines
A neighbourhood newsstand activation paired the new print title with the fragrance brand’s floral imagery.
Kim Kardashian Wears Custom Ludovic de Saint Sernin for SKIMS’ London Celebration
Custom Ludovic de Saint Sernin looks connected Kim Kardashian’s SKIMS London flagship celebration with the upcoming LDSSKIMS collaboration.
McDonald’s Uses The Counter Pop-Up to Explain Its Beef Sourcing
McDonald’s Shoreditch activation put beef ingredients and sourcing at the centre of a butcher-shop-style brand experience in September 2026.
Barilla Extends Formula 1 Hospitality Strategy With Monza Dinner
Barilla's Monza gathering follows a Miami family-reunion event, showing how the pasta brand is translating its Formula 1 partnerships into shared-meal experiences.
Alice + Olivia Spring/Summer 2027 Presentation Brings Wonderland Fantasy to NYFW
The brand's presentation, featuring maximalist prints and a Wonderland-inspired setting, signals a footwear relaunch with contemporary pricing, emphasizing a shift towards audience-led product experiences.
Silvia Tcherassi Celebrates New Sofia Bag Edition During Madrid’s Grand Prix Weekend
Silvia Tcherassi marked the latest edition of its Sofia Bag with an intimate dinner in Madrid during Spanish Grand Prix weekend. Sofia Espinosa Tcherassi and Carmen Montero Mundt co-hosted the gathering at Monbull Conde Duque, bringing friends of the house together for an evening of fashion and music.