DevaCurl Essence Festival Booth

DevaCurl wanted to make its debut at ESSENCE FEST, the most important cultural event for Black women. We were tasked with designing a disruptive booth that could stand out in a sea of heritage and Black-owned brands; it also had to be nimble enough to travel to other events.

We created an immersive and Insta-worthy experience for our curly girls to dive into the fundamental steps of the DevaCurl technique; a hands-on pop-up designed to inspire and help them achieve major #CurlWins

The journey was divided into stations based on DevaCurl’s main steps: Wet, Style, and Dry. Mantras like WETTER IS BETTER and DRY LIKE A DEVA, welcomed them as Curl Coaches gave them the lowdown on techniques to achieve bomb results.

Our artful installations included a water wall, a slinky-hanging ceiling, a mural made with the brand’s curl-loving microfiber towels, and a throne shaped like their iconic Devafuser. And our guests got to take home dope swag that every curlfriend could relate to.

The DevaCurl activation had record-breaking attendance and surpassed the brand’s KPI’s, from increased social engagement to the amount of consumer data captured. The experience has gone on to slay at other festivals like Curlfest.