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2023 was a year of many firsts for Stratminds, among which was a collaboration with our first-ever makeup client, Kiko Milano, as they opened their first flagship store in the country at MOA. It was an exciting project, as Kiko Milano holds the distinction of being the number one makeup brand in Italy.
The brand, of course, wanted a grand fanfare to celebrate this momentous occasion. The unique challenge was to hold the event inside the mall premises, which, as expected, came with extensive red tape and restrictions to consider surrounding businesses.
The challenge was to create an intimate and decidedly upscale setup that could accommodate around a hundred or so guests of the most discerning kind: celebrities and influencers.
The concept figured like an Italian aperitivo in a quaint, abstracted piazza. Admittedly, Stratminds took a design risk by opting for black as the main base palette—opposed to the expected play of vibrant colors typically associated with makeup launches—favoring texture and strategic pops of color instead for detailing. To maximize the space, every section was filled with side activities and photo opportunities for a dynamic journey.
On top of the red and aluminum photo wall, a mobile bar was installed, while cocktail tables were chosen to set a more casual, free-flowing mood as guests were encouraged to move and socialize.
For this one, we were fortunate to get master artist Pete Rich to do on-the-spot sketches of our attendees. One of the best insights we’ve culled from our past events is that while standard freebies are appreciated, personalization always remains a crowd favorite—and Pete’s whimsical portraits provided exactly that.
This perfectly complemented DJ Butta B, who played fresh and groovy remixes throughout the afternoon.
This perfectly complemented DJ Butta B, who played fresh and groovy remixes throughout the afternoon. But the cherry on top was our host, Janeena Chan, who understood after a brief that, more than a store opening, this was ultimately a community event. It was designed to introduce Kiko Milano as a young, fun, and contemporary brand to a new market. She was dynamic, free-spirited, and vibed naturally with the attendees, keeping the atmosphere lively and personal.
One of the challenges of working with a limited space is the expected waiting time to accommodate all guests. Thankfully, this wasn’t an issue that afternoon. In retrospect, a number of factors—from the casual mood, the music, the genuine energy, and the overall atmosphere—made the entire affair feel like an intimate get-together. Waiting in line even became just as fun an experience as finally entering the store.
Sometimes, no matter how strong the concept, the success of an event relies on the caliber of your collaborators. For the Kiko Milano store opening, Stratminds was fortunate to have worked with creatives and creators who went the extra mile to understand the brief and go the distance—ultimately proving that venue size or event scale aren’t the only factors that create truly meaningful experiences.
From navigating tight spaces to creating vibrant, meaningful connections, Team Stratminds once again showed that passion, creativity, and collaboration are the real superpowers behind unforgettable events. The Kiko Milano opening wasn’t just another project; it was a celebration of new beginnings, bold ideas, and the magic that happens when a brand dares to dream—and a team dares to make it real. Here’s to many more firsts, and even bigger wins ahead!
Looking out for a new collaborator with your upcoming event? Reach out at [email protected] or DM us on Facebook and Instagram.
Let’s make it happen!
