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Fans don’t just like Mitchell; they adore him. The community is fiercely loyal, wildly enthusiastic and always up for an IRL moment. Instead of building a standard retail activation, we created a celebration that felt like stepping straight into the Made By Mitchell universe: colourful and full of the founder’s charm.
Our strategy was to lean into star power, fun, and create a takeover where fandom, festivity, and product discovery all collided.
Liverpool’s Clayton Square hosted the party, complete with a Christmas-leaning birthday backdrop, live DJ energy and a personal meet-and-greet with Mitchell himself.
Fans snapped selfies, signed an oversized birthday card and picked up goody bags packed with treats. Three brilliant brand ambassadors kept the hype high while spotlighting the 2-for-3 gifting offer and guiding guests through the range.
It was colourful, joyful and very “Mitch”: the kind of moment you hear before you see, thanks to the DJ and the gasps of “I can’t believe he’s here!” from delighted fans.
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