Engaging UHNW Luxury Consumers with

Haute Brand Experiences

Thomas Serrano

Havas Luxe Events

Founder and President

Table of Contents

• Types of Brand Experiences

• Criteria of Success

• Case Studies

– Bordeaux Wine Tasting

– Veuve Clicquot

– Audemars Piguet

Two Uses of Brand Experiences

1. Maintain and

increase your

client’s interest in

your brand.

2. Create

opportunities to

acquire new

clients by building

a relationship.

Proprietary

Sponsored (personalized)

Sponsored

Types of Events

Criteria for

Success

1. Inspire

2. Create

3. Execute

Inspire

• Understand the brand and its audience.

• Connect with a simple, compelling

storyline.

• Design a concept utilizing contemporary

trends in art and commerce.

Create

• Engage emotionally.

• Elevate the brand’s DNA.

• Infuse the atmosphere with memorable

messaging.

• Strive for innovation, brand relevancy,

authenticity and legitimacy, and priceless

opportunities.

Execute “The Devil’s in the Details”

Event Treatment

• Invitation Process – Save the date/ RSVP process

– Gift and thank you notes

• Logistic – Transportation and Accommodation

– Basics (“Savoir recevoir”)

• Production – Sophistication

– “Wow” moment

Bordeaux Wine New York Launch

Case Study

Context

Bordeaux is known for producing high quality

wines. While once popular, their image within

the USA and New York specifically had

decreased over the years due to increases in

international competition within the wine

industry.

Brief

Create an event designed to reposition

Bordeaux wines and reintroduce New York

City to the “new generation” of Chateau

within the region.

Format

Hosted the event at a former factory in 82

Mercer.

Featured “tour of Bordeaux” with a one night

opportunity to meet 17 Chateau owners and

a taste of preferred and vintage Bordeaux

wines brought exclusively for the event.

Execution

Veuve Clicquot Jeroboam

Global Press Launch

Background

Veuve Clicqot sought to launch 3 new

jeroboam size products. Each limited edition

bottle was designed using three different

types of exotic leather – alligator, galuchate,

ostrich - and retailed at $2,000+ a piece.

Brief

Create an international traveling concept – New York and Paris - that focuses on the iconic

“Veuve Clicquot Yellow” label as the creative inspiration.

Guests for the New York event include 300 national and international journalists and VVIP

guests

Guests for the Parisian event include 100 journalists and 200 VVIP guests

Execution

“Yellow Clicquot”

Created a unique and sophisticated design of six life-

size champagne boxes that were decked out in

“Clicquot Yellow”.

Designed six artistic hands on experience with each

champagne box for guests to discover “Clicquot

Yellow” in a creative manner.

Yellow Fog: Dare to

immerse yourself

into a thick yellow

fog . Created in

collaboration with

fog artist Anna

Veronica Janssess

Yellow Tasting: 100 bottles available for tasting were individually

illuminated with an explanation provided by the “Chef de Cave”

Dominique Demarville

Yellow Story: The beginning of the novel “Yellow Story” written by Jay

McInerney, was continued throughout the evening with the guidance

and input of guests. Each guest received a copy of their coauthored

completed novel with their contribution to the story highlighted in yellow

Yellow Variation: A unique experience relating music and sound through

a piano performance, composed in collaboration with pianist Maxence

Cyrin, specifically for this event.

Yellow Portrait: Created a 360° photo composition for each guest to

leave with as a gift. Discover how the yellow color has served as an

iconic element of the brand for centuries across various continents.

Live: Classical dance performances choreographed by Christopher

Caines, revealing the new Jeroboam collection.

Audemars Piguet Royal Oak Offshore LeBron James Limited Edition Timepiece

Global Launch

Brief

Create and execute a unique event in honor

of the global release of Audemar Piguet’s

Royal Oak Offshore LeBron James

timepiece created in collaboration with NBA

star and AP ambassador LeBron James.

Format

Organize a private lunch for 60 guests during the

afternoon of the event.

Create a press conference opportunity for 50

international journalists to engage with LeBron and

AP’s CEO Francois- Henry Bennahmias.

Conceptualize and execute a gathering for 300 of

AP’s best clients to showcase the watch and it’s

relationship to AP’s ambassador

Execution

Nicole Murphy & Michael Strahan Scott Disick & Kourtney Kardashian

Tinie Tempah

Questions?

Thank You

Thomas Serrano

Havas Luxe Events

President and Founder