JPMS Mitch Launch
To introduce its first-ever men’s brand, Mitch, John Paul Mitchell Systems unveiled an immersive, high-contrast activation at the Aria convention center during its annual Gathering. With the goal of creating a dynamic, unforgettable environment, Stoelt Productions transformed the 4,200-square-foot space into Mitch World, a sleek and vibrant setting designed to captivate attendees. The design played heavily on black and yellow tones, reflecting the brand’s bold aesthetic and breaking the monotony of the traditional convention space. Key features included product vignettes, interactive technology, and custom design elements that embodied the different personas of the Mitch consumer.
More than just a product showcase, Mitch World offered an engaging, multi-sensory experience. The Microsoft Surface-powered lounge, listen-and-learn stations with 60-inch LED screens, and a walk-in closet-style exhibit provided interactive education on the product line. Classic pinball and Pac-Man games, a custom yellow Vespa, and a surfboard display added a playful yet sophisticated men’s club feel. A green-screen photo booth allowed guests to capture their experience and instantly upload to social media. By night, the space transformed into a cocktail venue, hosting exclusive networking events and celebrations, reinforcing Mitch as a brand that blends style, sophistication, and edge.
JPMS Mitch Launch
CLIENT: John Paul Mitchell Systems
TYPE: Brand Launch Event
LOCATION: Aria Convention Center, Las Vegas
ACTUALIZATION: John Paul Mitchell Systems partnered with Stoelt Productions to create Mitch World, an eye-catching, interactive space designed to introduce Mitch in a bold and unforgettable way.
OUR ROLE:
Event Production + Project Management
Scenic Fabrication + Installation
Brand Experience + Custom Activations
Interactive Technology + Digital Integration
Audio, Visual + Lighting Design
Cocktail Party + Evening Event Coordination
