This document discusses how luxury brands can engage ultra-high-net-worth consumers through experiential brand events. It outlines different types of events, criteria for success including inspiring, creating and executing memorable experiences, and provides case studies of events for Bordeaux wines, Veuve Clicquot champagne, and Audemars Piguet watches. The case studies describe the context, brief, formats, and executions of elaborate brand launch events in New York and other cities to reintroduce luxury brands and products to influential guests through one-of-a-kind immersive experiences.

1. Engaging UHNW Luxury Consumers with
Haute Brand Experiences
Thomas Serrano
Havas Luxe Events
Founder and President

2. Table of Contents
• Types of Brand Experiences
• Criteria of Success
• Case Studies
– Bordeaux Wine Tasting
– Veuve Clicquot
– Audemars Piguet

3. 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.

4. Types of Events
Proprietary
Sponsored (personalized)
Sponsored

5. Criteria for
Success
1. Inspire
2. Create
3. Execute

6. Inspire
• Understand the brand and its audience.
• Connect with a simple, compelling
storyline.
• Design a concept utilizing contemporary
trends in art and commerce.

7. 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.

8. Execute
“The Devil’s in the Details”

9. 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

10. Bordeaux Wine New York Launch
Case Study

11. 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.

12. Brief
Create an event designed to reposition
Bordeaux wines and reintroduce New York
City to the “new generation” of Chateau
within the region.

13. 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.

14. Execution

20. Veuve Clicquot Jeroboam
Global Press Launch

21. 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.

22. 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

23. Execution
“Yellow Clicquot”

24. Created a unique and sophisticated design of six lifesize 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.

25. Yellow Fog: Dare to
immerse yourself
into a thick yellow
fog . Created in
collaboration with
fog artist Anna
Veronica Janssess

26. Yellow Tasting: 100 bottles available for tasting were individually
illuminated with an explanation provided by the “Chef de Cave”
Dominique Demarville

27. 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

28. Yellow Variation: A unique experience relating music and sound through
a piano performance, composed in collaboration with pianist Maxence
Cyrin, specifically for this event.

29. 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 .

30. Live: Classical dance performances choreographed by Christopher
Caines, revealing the new Jeroboam collection.

31. Audemars Piguet Royal Oak Offshore
LeBron James Limited Edition Timepiece
Global Launch

32. 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.

33. 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

34. Execution

37. Nicole Murphy & Michael Strahan Scott Disick & Kourtney Kardashian

38. Tinie Tempah

46. Questions?

47. Thank You
Thomas Serrano
Havas Luxe Events
President and Founder