Mielle is a Black-owned haircare brand celebrating natural beauty and self-expression. For Essence Festival, we created a 90’s-inspired salon experience that transported Black beauty lovers on a nostalgic journey, reconnecting with the moments where our beauty stories began: the salon chair. The activation blended playful design, immersive visuals, and music-driven energy to honor both the heritage and vibrancy of Black salon culture.

As Design Lead, I directed the creative vision and execution across all touch points, including environmental graphics, branded fabrications, and experiential moments within the space. I led a team of designers and animators to ensure a seamless, cohesive experience, balancing playful nostalgia with Mielle’s modern brand identity, and creating an activation that felt personal, cultural, and immersive for every attendee.