CLOUDS, COTTON & CREATIVITY

Ten Hats delivered a captivating end-to-end brand experience for SHEIN at the PBC Baby Expo. The 6×3 space combined playful creativity with tactile engagement, featuring immersive 3D foam installations, handmade cloud props, and pastel-themed backdrops. Central to the activation was the “Cloud Photo Moment,” inviting families into a dreamy environment filled with soft, suspended clouds and a cotton-themed swing — the perfect photo opportunity.

To drive engagement, visitors participated in interactive moments including a Blind Box lucky dip and a “Guess the Texture” challenge, with free gifts awarded. A custom-built fairy floss station served as both a treat and a brand moment, drawing attention and encouraging social sharing. The activation also showcased SHEIN’s new cotton collection, anchored by a dramatic cotton wall that emphasised the brand’s quality focus.

Ten Hats managed the full production scope, from concept creation and spatial design to fabrication, creative development, and logistics. All 3D assets were custom-designed, including custom mannequins and clothing hangers. The campaign’s visual storytelling was captured beautifully through our collaboration with MD Media, who provided photography and videography support. This seamless fusion of storytelling, design, and interaction made for a standout, family-friendly brand experience.