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Create a global brand activation strategy
Encapsulate the house's DNA through an omnichannel system to recruit a wider audience, engage customers and build loyalty.
Date
sector
Luxury
customer
Fred
rental
Seoul
Expertise
Design
Board
THE CHALLENGE
Increasing brand awareness
and pre-empt the Riviera Spirit
Offer a pop-up concept that is sufficiently proprietary to make the House more visible and consolidate its jewellery expertise.
OUR SOLUTION
We've created a village square, bathed in relaxed elegance, inviting spontaneity and taking the time to celebrate every moment of the day.
FRED RIVIERA PLAZA
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the concept
The Riviera Plaza, a meeting place
but also a convivial place where you can get away from it all thanks to the pétanque court, the kiosk decorated with postcards and tote bags, and the terrace.
The welcoming ritual is strong and immersive, thanks to a bouquet of lavender. This initial olfactory interaction creates a unique sense of place. The journey continues through the arches, which, like windows on a Provencal village, offer a variety of captured moments. The pop-up is an iconic meeting place, where visitors can gather around the pétanque court to take up the challenge.
The challenge was to develop a pop-up concept and unique, proprietary experiences at La Maison, while guaranteeing the transactional dimension for our markets.
Caroline Bigot-Nani, Fred Marketing Director
Our belief
Go beyond the transactional: emotion is key
Héroïne sees the generation of emotion as a strategic driver of the customer experience and a catalyst for loyalty.
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Discover our conviction
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Increase brand desirability
To promote the craftsmanship and authenticity of its whisky, The Balvenie commissioned Héroïne to create a multi-sensory immersive activation. Conceived as a narrative journey around gesture and savoir-faire, this device combines experiential design, brand scenography and interactive content. By integrating the codes of luxury at every stage of the journey, the activation reinforces brand attachment and enables precise measurement of the customer experience.
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