Gone are the days of traditional advertising and walking into plain old brick and mortar stores. Now brands are looking to experiential marketing to get the attention and engagement from consumers of the oversaturated retail market that sees luxury being pitted against fast fashion chains. These are the luxury brands taking brand experiences to the next level in 2018.
It’s no surprise that Gucci was named one of the top brands in the world in 2017 –the whole world has gone Gucci. To start off 2018 with a bang, creative director Alessandro Michelle, launched Gucci Garden inside the historic Palazzo della Mercanzia in Florence. The newly designed space features the Gucci Garden Galleria with curated exhibition rooms filled with items from the Gucci archives that celebrate that brand’s history and future. After getting schooled in everything Gucci, visitors can shop one-of-a-kind Gucci items at the store, and get their fill at Gucci’s very own restaurant, the Gucci Osteria da Massimo Bottura.
VERA WANG FOR LADURÉE
Now everything from your dress to your wedding cake can be Vera Wang on your big day. French luxury bakery, Ladurée has debuted a confectionary collaboration with the renowned bridal designer, titled “Vera Wang Pour Ladurée”. Her Ladurée offering includes coconut crème chantilly macarons, coconut and mango wedding cakes and mini cakes, and a cake made entirely out of coconut crème chantilly macarons. So now you can be dressed in Vera Wang and eat like Vera too.
TIFFANY & CO.’S BLUE BOX CAFÉ
With the recent launch of Tiffany’s Blue Box Café, now you can literally have Breakfast at Tiffany’s a la Audrey Hepburn. Inspired by the iconic Tiffany’s blue box, the Blue Box Café includes Tiffany Blue leather banquettes, Tiffany Blue chairs, Tiffany Blue plates (from their Colour Block collection) Tiffany Blue trim, and walls with amazonite – the nature version of Tiffany Blue. The menu continues the theme with the Charles Lewis Tiffany Club Sandwich, named after theTiffany’s founder, a Fifth Avenue Salad, a Blue Box Café cake, and a bunch of other American classics given a unique Tiffany’s twist.