MECCA Mardi Gras
A float and Fair Day beauty activation built to celebrate self expression, inclusivity and pure crowd energy.
Venue
Mardi Gras
Location
Sydney
The Brief
MECCA Max came to us as the official makeup partner for the Sydney Gay & Lesbian Mardi Gras, with a clear ambition: celebrate the beauty of self-expression in public, at scale. The work needed to engage customers while giving MECCA staff a moment of pride and participation across the weekend. The scope spanned the parade itself, plus Fair Day – delivering a shipping container and beauty school style activations designed to welcome, include and energise.
We Imagined It
We anchored the experience in a shipping container beauty activation – bold, practical, and built for high foot traffic. It became a destination: somewhere guests could step in, be seen, and lean into the joy of the day. To make the message tangible, we created an interactive wall that celebrated inclusivity and invited participation, drawing directly from the brand and its values.
We Designed It
We designed and delivered a full shipping container fit-out for makeup applications and product purchase, with a layout that supported flow and energy. The environment stayed tightly aligned to Mecca Max’s visual identity, so it felt unmistakably theirs. For the parade, we designed a makeup-inspired float and a full vehicle wrap that read clearly from the street in motion and at scale.
We Made It Happen
We managed the creative, design and delivery end to end: concepts, renders, production schedule, custom build and lighting design for the float. We brought in a choreographer to create a dance routine and cut a track that matched the parade energy. The float vehicle came together through a partnership between Mecca Max and Porsche. We supported costume ideation and logistics, delivered special effects including confetti cannons, and designed staff uniforms for the shipping container team to keep the on-ground presence cohesive.
What the Day Felt Like
Electric – celebratory and inclusive, with Mecca Max showing up in a way that felt true to their community and brand. It wasn’t just a backdrop. It was a place people wanted to be.
"Team Event delivered a seriously spectacular Mardi Gras Parade float and experience for MECCA Max. They were incredibly organised onsite and their kindness, patience and can-do attitude was so appreciated by our team. The float design, build and overall management was incredible - we have received such wonderful feedback from the broader MECCA business. Team Event absolutely nailed the brief"
— Head of Community, MECCA-Maginations
MECCA