Behind the Magic with Mecca

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MiND is delving into new territories this festive season, travelling all the way to Australia for our latest Behind the Magic feature. MECCA is colorful proof that just because their version of Christmas is not associated with snow and cold weather, that the joyful spirits and merry celebrations have to end.

The beauty retailer prides itself on offering an experience like no other, and this year MECCA is supporting a strong message to empower women, using bright pink and vibrant purple graphics throughout its displays. Therefore, not only creating the perfect destination to find the world’s most luxe beauty brands, but also creating a real feel good factor when you visit the store.

MECCA’s visual design team was able to give us their festive inspirations and behind the scenes exclusive of their holiday windows, along with a fun and creative video!

Behind the magic with Mecca

Tell us about how you got your inspiration for this year’s holiday program.

MECCA: This year we combined our love for art with our commitment to empowering women through a collaboration with the National Gallery of Victoria and Perth-based artist, Tanya Schultz (Pip & Pop). Inspired by the Japanese gifting tradition of Temari balls, Tanya’s creations were used to bring the spirit of the season to life across our holiday campaign.

As part of this initiative, we also commissioned Tanya to create an incredibly immersive artwork and donated it to the NGV collection.


How far in advance do you need to start planning?

MECCA: Each year we seem to start earlier and earlier! This year, we started in March. Next year’s…now!

Tell us about the preparations for getting ready for the festivities and your favourite part of the process.

MECCA: This holiday was our second year of collaborating with an incredibly talented female artist for the holidays. It is always such a joy to go through the collaborative creative process with them and see it all come to life in store, on our wrapping and our limited edition Mecca Cosmetica holiday products!


Do you have a favourite Christmas display from another store?

MECCA: The “Love Nordstrom” Thank you brand campaign.