A luxe event takes strategy, technology, a cool venue, a name brand product launch and a celebrity red carpet. Simply put, “luxe” doesn’t just happen. Certainly Tara Lepelletier and the team at New York’s Havas Luxe, the event division of Havas Worldwide, would concur that it’s about making it happen.
The recent client for which they created a luxe event was for Audemars Piguet, a high-end watch company that wanted to create a splash with the launch of the Royal Oak Offshore LeBron James edition. As account manager, LePelletier and the Havas Luxe team, headed by Executive Producer Thomas Serrano, covered all the details, starting with the parking garage.
Actually, the event was in the garage — the top floor of 1111 Lincoln in Miami to be exact. The barren concrete venue became the lush roost for an A-list group of attendees that included Scott Disick and Kourtney Kardashian, former NY Giants defensive end Michael Strahan and Audemars Piguet golf ambassador Belen Mozo among others.
Using transparency as a key design element, Creative Director/Event Designers Nicolas Giroud and Gregory Le Chaix brought in clear acrylic chairs from Lavish Rentals. More of the watch collection was displayed in custom-designed clear cases. Many of the timepieces were also glittering on the wrists of the guests, making the event one at which time definitely mattered.
The watch was just one of the stars of the product launch. The other was James himself who was introduced through a custom-video technique called Cine Theater produced by Pascal Gorand. As guests at the event watched, the video screen showed James preparing at his hotel room, walking to his car while he “shot” a basketball to the company’s CEO, François-Henry Bennahmias who was awaiting his arrival on stage.
It’s clear that Havas Luxe was on time and on trend with this event. And while you don’t need a LeBron James watch to tell you that, it can’t hurt!