Mission:
Life is beautiful! With this commitment, the well-known fragrance from Lancôme has been inspiring people all over the world for 10 years. The face of the campaign - actress Julia Roberts - also stands for this. This anniversary is to be celebrated with a pop-up store and an exclusive gala in the German fashion capital Düsseldorf. Our task: to design an exclusive event for around 250 guests - press, VIPs, influencers and retail partners - that fulfils the high expectations of the guests and brings the character of the fragrance to life.
Solution:
With "La vie est belle", guests follow in the footsteps of happiness. A secret event location not far from Düsseldorf's famous Kö is gradually transformed into a magical place full of joie de vivre. To achieve this, we developed a storytelling concept that combined elements from 10 years of "La vie est belle" with iconic recognisable symbols of the brand. Using projections and music, we create an environment that transforms over the entire evening. Guests experience a unique 4-course menu that takes up the ingredients of the fragrance and translates them into culinary terms. The live band Ever'So created an exuberant party atmosphere with captivating beats and enthralling vocals.
Success:
An atmospheric summer evening and a journey for all the senses. Veronica Ferres, Victoria Swarovski, Nazan Eckes, Johanna Klum and Jana Ina Zarella, among others, did the honours on the catwalk and at the subsequent dinner. Accordingly, the media response was not long in coming and prolonged "La vie est belle" moments in the daily press and social media. At the partner event the next day, our staging also made the guests shine. This also included a visit to the pop-up store on Corneliusplatz, where the facets of the fragrance could be experienced once again in every detail.
The planning and realisation of the two-day event was carried out in cooperation with Division4.
