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

Strategy

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

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Our belief