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Create a comprehensive brand activation strategy to recruit, engage, and retain customers.
To support Maison FRED's evolution and strengthen its connection with new audiences, Héroïne a global brand activation strategy and an immersive experience that expresses the Maison's Riviera spirit. Through an experiential pop-up inspired by the French Riviera, the experience invites visitors to enter the world of the Force 10 collection, while creating a space for meeting, discovery, and sharing around the Maison's icons.
Date
2024
sector
Luxury
customer
Fred
rental
Seoul
Expertise
Design
Board
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THE CHALLENGE
Create a Force 10 concept capable of driving engagement and conversion
In an environment where fashion houses must constantly reinvent their ability to capture attention and spark desire, FRED aims to develop a brand activation campaign capable of attracting a new audience and engaging its community.
The challenge is to build on the core identity of the Force 10 bracelet—its customizable nature, its symbolism, and its Riviera roots—to create an immersive brand experience that enhances the collection’s appeal. The goal is to transform product discovery into a memorable retail experience, while developing a strategy that drives engagement, sharing, and conversion.
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OUR SOLUTION
Transform the discovery of the Force 10 collection into an immersive journey through the brand’s Riviera universe. Designed as a true brand experience, the campaign combines storytelling, interaction, and a sense of community to enhance the appeal of FRED’s iconic pieces and forge a lasting connection with the community.
My Force 10 Cruise
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the concept
My Force 10 Cruise, a space for adventure and discovery
Héroïne an immersive experience inspired by a cruise along the French Riviera, a region with deep historical ties to the House of FRED.
Each visitor becomes the protagonist of their own journey and chooses the destination they wish to explore. Using a boarding pass, the experience unfolds step by step. The first interaction invites visitors to spin the Destination Wheel to discover the stopover—Cannes, Monaco, or Saint-Tropez—that will guide their journey. A photo wall lets visitors capture the start of the experience, while various props enhance the immersion. Visitors then discover the Force 10 collection through interactive displays that explore the House’s history and inspirations. To extend the sensory experience, three destination-inspired scented waters are offered to visitors. Each guest leaves with a tote bag containing items from their journey and is invited to continue discovering the House in one of its boutiques.
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Our belief
R.O.X. is the new R.O.I.
To serve the brand's global strategy, you need to be able to measure and manage the Experience.
Discover our conviction
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How to design a luxury flagship store that embodies a new brand direction
To support the evolution of its artistic direction and strengthen its position in the luxury fragrance market, Amouage has commissioned Héroïne a flagship retail store in Oman. Conceived as a brand experience space, this venue transcends the role of a mere boutique to become a true vehicle for storytelling. Architecture, the customer journey, and the presentation of the products come together to convey a renewed vision of the House and affirm its international influence.
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