High Impact Event Marketing – H&M & Soho House Mentorship Program
Ellie Mariyo hosting H&M Grand Opening

Creating Unforgettable Brand & Community Experiences

📍 How I helped shape an immersive H&M store opening and supported a rising artist in launching a showcase that drew 300+ attendees.

Key Impact:
✅ H&M Chicago Flagship Store Grand Opening exceeded attendee expectations
✅ Artist showcase attracted 300+ attendees & established a creative network
✅ Developed a content strategy for mentee to build long-term visibility

Project Overview

Company: H&M, Soho House Creative Futures Mentorship Program

Industry: Retail, Community Engagement, Brand Activation

Role: Event Host, Mentor, Content Strategist

Timeframe: 3 months

H&M’s Chicago flagship store was hosting a high-profile grand opening event, and I was selected as the event host to engage attendees and ensure a memorable experience. Separately, through the Soho House Mentorship Program, I mentored a visual artist & event coordinator, helping her organize and promote her first major showcase, which drew 300+ attendees.

From Problem to Impact

  • For H&M:

    • Needed a strong, engaging host to connect with attendees and enhance the brand experience.

    • Event success relied on seamless execution and audience engagement.

    For Soho House Mentorship Program:

    • Mentee needed guidance in event planning and a content strategy to establish her brand.

    • Needed visibility and audience engagement for the showcase.

    Risk: Without strong audience engagement, these events could lose impact, limiting brand awareness and future opportunities.

  • For H&M:

    • Engaged with attendees as the event host, ensuring a welcoming, on-brand experience.

    • Created an interactive, high-energy atmosphere that aligned with H&M’s identity.

    • Assisted with event logistics & social engagement.

    For Soho House Mentorship Program:

    • Guided mentee through the event planning process, from venue selection to artist outreach.

    • Developed a content strategy for social media to build visibility before and after the event.

    • Helped create marketing materials and storytelling content for promotions.

    • H&M Grand Opening was a success, with a high level of attendee interaction and positive feedback from the brand.

    • 300+ attendees at the artist showcase, exceeding expectations and strengthening the creative community.

    • Mentee developed a content strategy, leading to long-term audience growth and future showcase opportunities.

    • Audience engagement is key to brand event success.

    • Mentorship & guidance can transform creative careers.

    • Strategic storytelling ensures event success beyond the day itself.