Mielle commissioned Ebony Boyd, a black female artist, to interpret the “the art of hair.” Boyd said her art was inspired by Olori, the Yoruba word for Queen. Boyd is an abstract artist and a classically trained soprano with a focus on jazz, whose art is inspired by music.
Monique Rodriguez, founder and CEO of Mielle Organics, comments, “I’m thrilled to be at Art Basel, celebrating the beauty, creativity, and culture it represents through this incredible exhibition, the ‘Art Of Hair’.
Rodriguez adds, “Continuing our partnership with Rolling Out allows us to amplify Black media and uplift Black artists, whose work tells our stories in powerful, transformative ways. At Mielle, we honor artistry in all its forms, and this collaboration is a testament to our commitment to supporting Black excellence.”
Rolling Out launched its adtech platform, VisuWall, with a “Lift & Learn” activation at Art Basel. It allowed guests to lift the product from a display and interactively learn about its benefits.
VisuWall’s technology allows advertisers and marketers to get accurate viewership counts on their OOH spends, while delivering demographic and engagement metrics.
Mielle also partnered with the Historic Hampton House, which is ten minutes from Miami Beach, and was known as a safe space during segregation. During Art Basel, the museum opened its exhibit, “Invisible Luggage,” highlighting the idea of shelter and safety as integral to cultural production and collective creation. The selected works reflect the importance of building and celebrating sites of refuge, renewal, and reflection.
Mielle Organics says consumers can join the “Art Of Hair” movement by following the campaign on social media.
