Immersive Brand Experience

Miley & Maybelline, created by Pure Perfection GmbH, transformed the celebration of Miley Cyrus as Maybelline New York’s new brand face into an immersive live experience where music, beauty, and pop culture came together.

Hosted at Harbour.Club in Cologne, the event turned an industrial venue into a Hollywood-inspired setting designed to keep guests engaged throughout the evening. A seamless red carpet installation extended into a custom dinner table, creating a continuous environment for guests to move through, gather, and experience the campaign. A Maybelline-branded Wrecking Ball above the space added a striking reference to Miley’s music legacy.

Guest participation was central to the experience. Thirty carefully selected influencers were invited to share their perspectives, while professional Maybelline makeovers introduced a hands-on beauty element before the event began. Music-inspired lighting, curated entertainment, and live karaoke then encouraged guests to interact with the environment and take an active role in the evening.

These live touchpoints created a dynamic experience that moved beyond passive brand exposure. Guests became participants, performers, and content creators, allowing the campaign to unfold through real-time interaction and personal storytelling. The combination of spatial design, beauty experiences, music, and entertainment gave the launch a strong sense of energy and participation.

Through its engaging live format and immersive approach to audience interaction, Miley & Maybelline received recognition in the Experiential & Immersive – Live Experiences category at the MUSE Creative Awards, highlighting Pure Perfection GmbH’s achievement in creating a memorable experience that connected audiences with Maybelline through music, beauty, and pop culture.