Louis Vuitton Perfume Launch
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Transcript of 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.
Bibliography http://www.mimifroufrou.com/scentedsalamander/2012/01/a_a_retrospective_look_at_vuit.html http://www.serious-staging.com/services/fashion-luxury/louis-vuitton http://www.glamgirlsguide.com/press/on_the_red_carpet.html http://www.princessyachts.com/flybridge/princess-98my http://www.mymodernmet.com/profiles/blogs/michele-puzzolanti-solar-floating-resort http://www.toptenz.net/top-10-rarest-flowers-in-the-world.php http://www.basenotes.net/threads/302159-sandalwood-scents http://www.britannica.com/ebchecked/topic/379089/mexican-plateau http://en.wikipedia.org/wiki/mexican_plateau http://en.wikipedia.org/wiki/sandalwood http://www.gettyimages.com http://yachts.findthebest.com/l/50/princess-98 http://www.underwatersculpture.com/ http://www.julmeme.com/_pages/p_louisvuitton.html http://www.behance.net/gallery/louis-vuitton-invitation-origami/3735839 http://kurtwenner.com/ http://www.allpics4u.com/artwork/edgar-mueller-3d-street-art-mueller.html http://www.evi.com/q/how_long_is_the_flight_time_from_tenerife_north_airport_to_london_heathrow http://www.thomascook.com http://www.louisvuitton.com/front/#/eng_us/journeys-section/la-maison http://www.glamourmagazine.co.uk/fashion/celebrity-fashion/2011/12/fashionable-stars-to-watch-2012#!i
mage-number=12 http://luxuryyachtcuisine.com/about-2/