Some stories don't just deserve a launch; they deserve a world.

For the debut of Elle, a new series from the world of Legally Blonde, out now on Prime Video, MATTE partnered with Prime Video & Amazon MGM Studios to create Elle World: an immersive experience celebrating the next chapter of the Legally Blonde universe while honoring the legacy that has made Elle Woods a prominent figure in pop culture for 25 years.

Built inside New York's Hall des Lumières, Elle World transformed fandom into a fully realized environment where guests stepped into the world of Elle. Every detail, from the environments and programming to the talent moments and interactive storytelling, was designed to bridge nostalgia with a new generation of fans.

A defining element of the experience was our approach to partnerships. Rather than treating sponsors as standalone activations, MATTE worked alongside each brand to make them part of the narrative itself. Beauty, fashion, technology, and lifestyle partners became extensions of Elle's world through bespoke experiences that felt authentic to both the franchise and each brand's identity. The result was an integrated ecosystem where every touchpoint contributed to a cohesive guest journey instead of competing for attention.

The evening culminated in a once-in-a-generation moment as the original Legally Blonde cast reunited for the first time in 25 years (pictured top right) alongside the cast of Elle (pictured top left), creating a symbolic passing of the pink torch that resonated across fans, creators, and media alike.

At MATTE, we believe the most impactful launches happen when entertainment, brand partnerships, and experiential design are developed as one connected story and not separate disciplines.

MATTE thanks its partners at Prime Video & Amazon MGM Studios, Hello Sunshine, Hall des Lumières, the incredible partner brands, talent, creators, and every collaborator who helped bring Elle World to life.

Images courtesy of MATTE