El Row x



Help Relentless make the most of its Elrow Festival partnership, using it as an opportunity to present the new sugar-free product and connect with the brand’s ‘flexgen’ target audience 



KC conceived and delivered a custom-built beauty salon (“The Salon”), offering festival goers the chance to get their nails done by some of London’s most influential nail technicians. 

Taking the colourways from the new can as a creative springboard, “The Salon” was designed to spark conversation at the festival, using style cues to create a highly instagramable activation that stood out in the crowd.

To create further talkability and engagement with consumers at the events,  a hidden party room behind The Salon was hosted by high-energy tastemaker DJs Lagoon Femshaya & Almass 


  • All appointments for the festival sold out within 1 hour 
  • Hosted by in-demand nail technicians from Queen’s Collective & friends, who amplified activation through their communities 
  • Product sampling during appointments saw over 1200 cans sampled
  • Custom nail designs included bespoke Relentless-branded design 
  • Highly shareable branded set design included neon signs, foliage wall and popping pink hues
  • x5 London-centric influencers hosted on site with relevant flexgen audiences to amplify activation via their socials