louis vuitton perfume launch

The Fragrance

The Brief

Create an exclusive event for the reveal of ‘LV: The Fragrance’

It must represent the brand:

- Glamorous - Exclusive - Imaginative- Luxurious

- Sophisticated - Creative

The Perfume

Name: ‘LV: The Fragrance’

Creator: Jacques Cavallier-Belletrud

Scent: Near-extinct flowers & ingredients from around the world

The Theme

Origin: noun

1. something from which anything arises or is derived; source; fountainhead: to follow a stream to its origin.

2. rise or derivation from a particular source: the origin of a word.

The Concept

Saturday 22nd June, 2013

Off the coast of Punta del Puertito

Three floating ‘islands’

Four main scents of the fragrance

Underwater reveal of the perfume bottle

The Invitations

The Guests

Exclusive Guest list – only 80 guests invited

A-List Celebrities

Elite Fashionistas

Fashion Press

Models

Store Reps

The Venue

The YachtSpeech

Platform

Champagne Reception

Area

Seating Area

Kitchen Area

“Sunken Ship” Hints

Latest Collection of LV Cases

Toilet Facilities

The Location

Punta del Puertito,Tenerife

Parrot’s Beak

The Hotel

Floating Islands

Three temporary islands

Different ‘origin’ environments

Immersive

Engaging the senses for full effect

Underwater pod

Western Ghats

Mexican Plateau

Ghana Rainforest

3D Art

"Crevasse" by artist Edgar Mueller

Underwater

Inspired by ‘Underwater Sculpture’

Stone catwalk with marble models

‘Lost City of Atlantis’ influences

Man-made coral and underwater flower garden surroundings

Setting for perfume reveal

Underwater

The Hints

The Reveal

Guests shown to underwater pods

Unknowing to what comes next

Scuba divers emerge with torches

Find the hidden LV case

Perfume is revealed to guests

The Reveal

The Plan

Hidden LV Cases

Coral & Flower Garden

Stone Catwalk & Marble Models

Islands with

Underwater Pods

Catering

Company: Luxury Yacht Cuisine

A catering team that specialise in creating luxury hors d’oeurves

Experienced with working on a moving yacht

Also, experienced in working within a confined kitchen space

The Schedule – Day 1

Timings Events

3.00pm Guests arrive at Heathrow Airport

3.30pm Guests board private plane

7.30pm Guests arrive at Tenerife North Airport

8.00pm Guests arrive at ‘Hotel Botanico and the Oriental Spa Gardens’

8.10pm Guests shown to their luxury rooms

The Schedule – Day 2Timing

sEvents

10.00am – 1.00pm

Guests are able to use all hotel facilities

1.30pm Guests are picked up from the hotel

1.45pm Arrival at ‘Princess’ yacht

2.00pm ‘Moet’ champagne reception/Travel to event space

2.30pm Speech by Artistic Director, Marc Jacobs on the fly bridge

2.45pm Guests are given one of three petals, deciding which island they visit first

3.00pm Guests are transported to their islands

3.45pm Guests are escorted into the underwater pods

3.50pm Underwater entertainment starts

4.10pm Guests travel back to yacht where hors d'oeuvres are served & perfume is sampled with speech from Jacques Cavallier-Belletrud

5.00pm Guests are driven back to hotel

(11.00am

Guests leave for Heathrow)

Gift Bags

LOUIS VUITTON

Small sample of LV: The Fragrance

Small bottle of Moet champagne

Mini Louis Vuitton Holiday Catalogue

Princess Yacht business card

Press Packs

Louis Vuitton brand background

Princess Yacht business background

Brand values for both

More detailed information about the event

Who’s attending, what cameras are needed etc.

The ConsiderationsLogistics:

Flight times, delays, etc.

Sending invitations, making sure they do not melt

Travelling times of guests

Late arrivals

Traffic to and from airport

Security for A-Listers

Venue:

Weather & weather proofing yacht/islands

Power supplies, generators etc.

Access, security, safety

Permission to block off area land & sea

Hotel bookings, security of hotel, etc.

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mage-number=12 http://luxuryyachtcuisine.com/about-2/