The document outlines plans for an exclusive event to reveal Louis Vuitton's new fragrance called "LV: The Fragrance". The event will take place off the coast of Tenerife and involve transporting 80 guests to three floating islands with different scent-inspired environments. On one island, guests will view an underwater sculpture and have the fragrance bottle revealed to them in an underwater pod. The event aims to immerse guests in the sensory experience of the new fragrance in a luxurious and imaginative setting representative of the Louis Vuitton brand.

1. The Fragrance

2.  Create an exclusive event for the
reveal of ‘LV: The Fragrance’
 It must represent the brand:
- Glamorous - Exclusive
- Imaginative - Luxurious
- Sophisticated - Creative

3.  Name: ‘LV: The Fragrance’
 Creator: Jacques Cavallier-
Belletrud
 Scent: Near-extinct flowers &
ingredients from around the
world

4.  Origin: noun
1. something from
which anything arises or
is derived; source;
fountainhead: to follow a
stream to its origin.
2. rise or derivation from
a particular source: the
origin of a word.

5.  Saturday 22nd June, 2013
 Off the coast of Punta del Puertito
 Three floating ‘islands’
 Four main scents of the fragrance
 Underwater reveal of the perfume
bottle

7.  Exclusive Guest list –
only 80 guests invited
 A-List Celebrities
 Elite Fashionistas
 Fashion Press
 Models
 Store Reps

9. Speech
Platform
Champagne
Reception Area
Seating
Area
Kitchen
Area
“Sunken
Ship” HintsLatest
Collection
of LV
Cases
Toilet
Facilities

10. Punta del Puertito,
Tenerife

13.  Three temporary
islands
 Different ‘origin’
environments
 Immersive
 Engaging the senses
for full effect
 Underwater pod

17. "Crevasse"
by artist Edgar Mueller

18.  Inspired by ‘Underwater
Sculpture’
 Stone catwalk with marble
models
 ‘Lost City of Atlantis’
influences
 Man-made coral and
underwater flower
garden surroundings
 Setting for perfume reveal

21.  Guests shown to
underwater pods
 Unknowing to what comes
next
 Scuba divers emerge with
torches
 Find the hidden LV case
 Perfume is revealed to
guests

23. Hidden LV
Cases
Coral & Flower
Garden
Stone Catwalk &
Marble Models
Islands with
Underwater
Pods

24.  Company: Luxury Yacht
Cuisine
 A catering team that specialise
in creating luxury hors
d’oeurves
 Experienced with working on a
moving yacht
 Also, experienced in working
within a confined kitchen
space

25. Timings Events
3.00pm Guests arrive at Heathrow
Airport
3.30pm Guests board private plane
7.30pm Guests arrive at Tenerife North
Airport
8.00pm Guests arrive at ‘Hotel Botanico
and the Oriental Spa Gardens’
8.10pm Guests shown to their luxury
rooms

26. Timings Events
10.00am
–
1.00pm
Guests are able to use all
hotel facilities
1.30pm Guests are picked up from
the hotel
1.45pm Arrival at ‘Princess’ yacht
2.00pm ‘Moet’ champagne
reception/Travel to event
space
2.30pm Speech by Artistic
Director, Marc Jacobs on
the fly bridge
2.45pm Guests are given one of
three petals, deciding
which island they visit first
3.00pm Guests are transported to
their islands
3.45pm Guests are escorted into the
underwater pods
3.50pm Underwater
entertainment starts
4.10pm Guests travel back to yacht
where hors d'oeuvres are
served & perfume is
sampled with speech from
Jacques Cavallier-
Belletrud
5.00pm Guests are driven back to
hotel
(11.00am Guests leave for Heathrow)

27.  Small sample of LV: The
Fragrance
 Small bottle of Moet
champagne
 Mini Louis Vuitton Holiday
Catalogue
 Princess Yacht business card

28.  Louis Vuitton brand
background
 Princess Yacht business
background
 Brand values for both
 More detailed information
about the event
 Who’s attending, what cameras
are needed etc.

29. Logistics:
 Flight times, delays, etc.
 Sending invitations, making
sure they do not melt
 Travelling times of guests
 Late arrivals
 Traffic to and from airport
 Security for A-Listers
Venue:
 Weather & weather proofing
yacht/islands
 Power supplies, generators etc.
 Access, security, safety
 Permission to block off area
land & sea
 Hotel bookings, security of
hotel, etc.

30.  http://www.mimifroufrou.com/scentedsalamander/2012/01/a_a_retrospective_look_at_vuit.html
 http://www.serious-staging.com/services/fashion-luxury/louis-vuitton
 http://www.glamgirlsguide.com/press/on_the_red_carpet.html
 http://www.princessyachts.com/flybridge/princess-98my
 http://www.mymodernmet.com/profiles/blogs/michele-puzzolanti-solar-floating-resort
 http://www.toptenz.net/top-10-rarest-flowers-in-the-world.php
 http://www.basenotes.net/threads/302159-sandalwood-scents
 http://www.britannica.com/ebchecked/topic/379089/mexican-plateau
 http://en.wikipedia.org/wiki/mexican_plateau
 http://en.wikipedia.org/wiki/sandalwood
 http://www.gettyimages.com
 http://yachts.findthebest.com/l/50/princess-98
 http://www.underwatersculpture.com/
 http://www.julmeme.com/_pages/p_louisvuitton.html
 http://www.behance.net/gallery/louis-vuitton-invitation-origami/3735839
 http://kurtwenner.com/
 http://www.allpics4u.com/artwork/edgar-mueller-3d-street-art-mueller.html
 http://www.evi.com/q/how_long_is_the_flight_time_from_tenerife_north_airport_to_london_heathrow
 http://www.thomascook.com
 http://www.louisvuitton.com/front/#/eng_us/journeys-section/la-maison
 http://www.glamourmagazine.co.uk/fashion/celebrity-fashion/2011/12/fashionable-stars-to-watch-
2012#!image-number=12
 http://luxuryyachtcuisine.com/about-2/