The ‘Valentino V’ perfume range launch. Palm Beach, Cannes

Brief

To create a branded launch for the new Valentino women’s fragrance ‘Valentino V’ for an audience of 500 trade guests during the key ‘Tax Free’ industry exhibition in Cannes.

Objectives

To organise an event that epitomises the brand values of the fragrance. Compete for guests with other launch events taking place in Cannes at the same time, aiming to attract the same audience of international buyers.

WorldEvents Response

WorldEvents chose the Palm Beach, a building located at the end of the Croisette.  For impact on arrival and so that unrelated delegates who were located on the other side of Cannes could see that something was happening, WorldEvents floated huge red air balloons from the area in front of the building, we also used two sky trackers to form a V in the sky.

WorldEvents dressed the building to create the right impression as guests arrived including red carpet from the drop off point to the front of the building and plasma screens in the recesses of the wall which showed video footage of the recent Valentino catwalk shows. In addition, WorldEvents employed two catwalk models wearing Valentino dresses that welcomed guests as they arrived.

Inside, industrial blowers set above the entrance to the main room blew white feathers into the room. At the same time, lights set around the base of the room were used to slowly to change it from white to red.  Some ideas were progressed from concepts to storyboards but what was critical was to keep the main theme of ‘magical elegance’. To develop this theme, WorldEvents employed famous Michelin starred chef, Alain Llorca and circus performers including aerial artistes. For the finale to the evening, World Events commissioned a dance piece with 15 dancers that showed the transformation of a girl dressed in white into a Valentino woman dressed in red.

Outcome

Valentino V is a successful international brand in the Procter & Gamble portfolio.

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