To celebrate the “Hannah Montana 20th Anniversary Special” streaming March 24 on Disney+ and Hulu, Maybelline New York and Disney+ teamed up to bring fans the ‘Best of Both Worlds’ with two immersive pop-up experiences in Los Angeles (March 21–22 at The Grove) and New York (March 28–29).

Exactly 20 years after the iconic Disney Channel series debuted and defined a generation, fans stepped inside one of the most unforgettable closets in pop culture history: Hannah Montana’s legendary glam closet. Inspired by the show’s signature fashion and transformation moments, the activation reimagined the beloved TV set as a real-world destination.

The immersive spaces looked and felt like Hannah’s iconic closet, with interactive Maybelline glam stations where fans took home beloved products to recreate bold, stage-ready beauty looks with Maybelline must-haves. After they grabbed their glam goodies, guests struck a pose in the ultimate Polaroid photo moment, creating instant, shareable content worthy of a pop star.

In New York, the activation expanded through an additional partner integration with Magnum, which introduced a customizable ice cream pop station, further enhancing dwell time and multi-sensory engagement.

The campaign generated significant on-the-ground demand in both markets. Fans began queuing as early as the night before opening, with lines stretching multiple city blocks. Attendees arrived in themed outfits and participated in spontaneous sing-alongs and dancing, underscoring the enduring cultural impact of the franchise and the activation’s ability to convert nostalgia into live, communal experiences. Over 10k guests went through the experiences in LA and NY over the course of the four days sharing their Hannah Montana moments across socials. 

This pop-up experience produced by Mirrored Media celebrated 20 years of Hannah Montana’s impact, blending nostalgia, beauty, and fan-fueled glam for the anniversary special on Disney+ and Hulu.