Auras in Soho
When Florence by Mills, the beauty brand founded by Millie Bobby Brown, was ready to launch its newest release — the Pineapple Whip Moisturizer — they needed an NYC event activation that matched the brand's playful, feel-good energy. That's where Inner Light Aura came in.
We took over the rooftop at JIMMY SoHo Hotel, one of the most sought-after NYC event venues, and turned it into a glowing celebration of skincare, connection, and a little bit of magic.
A Beauty Brand Activation With a Different Kind of Energy
Anyone who's worked in experiential marketing knows the easy move for a rooftop launch is a bar cart and good lighting. We wanted something more memorable. So instead of leaning on alcohol to loosen up the room, we built the night around a moment of genuine connection: aura photography.
Guests and influencers on site had their auras captured throughout the evening, creating instant conversation starters as attendees compared colors, swapped stories, and bonded over what their auras revealed. It was low-key, high-impact, and completely on-brand for a moisturizer literally named after a tropical, feel-good whip.
The Highlight Reel: Millie Guessing Auras
The standout moment of the night? Millie Bobby Brown herself joined in on the fun, guessing guests' auras as they came through the photo station. It was playful, unscripted, and gave everyone in attendance a story to tell — proof that the best influencer activations don't need a script, just a great concept and the right space to let it breathe.
Watching guests gather around to compare their aura photos together, laughing and comparing colors, was the kind of organic engagement every brand activation in NYC hopes to capture. No forced photo ops. Just genuine connection.
millie bobby brown’s Aura photo from the night below 👇
Millie Bobby Brown’s Aura Photograph by Inner Light Aura
Setting the Scene: JIMMY SoHo Rooftop
The rooftop at JIMMY SoHo Hotel gave us the perfect backdrop — skyline views, a chic downtown atmosphere, and a space that let the Florence by Mills branding and pastel, pineapple-inspired palette shine. It's quickly becoming one of our go-to NYC rooftop event venues for beauty and lifestyle brand launches that want a mix of downtown cool and elevated hospitality.
Why This Activation Worked
For brands looking to launch product in a crowded market, the events that stick are the ones built around a genuine moment — not just a step-and-repeat. This Florence by Mills product launch event worked because:
It gave guests a reason to interact with each other, not just their phones
It tied the activation concept (auras) directly back to the brand's whimsical identity
It created shareable, authentic content without feeling staged
It let Millie Bobby Brown engage with guests in a natural, low-pressure way
Catch the highlights from the night on our socials:
📸 Instagram Recap Reel
🎥 TikTok Recap Reel
Let's Bring This Energy to Your Next Launch
From beauty brand activations to full-scale NYC event production, ILA specializes in creating experiences that people actually talk about — long after the last guest leaves the rooftop. If you're planning a product launch event in NYC and want to skip the expected and go straight to memorable, let's talk.
