Top 4 Luxury Brand Activations that are Leading the Customer Experience Revolution
- Stefani Dimitrievich
- Aug 30, 2024
- 2 min read
Updated: Jun 11
As the luxury sector continuous to evolve, brands are increasingly placing customers at the heart of their operations, adopting innovative strategies to create experiential and personalised environments.
In this article, we explore how 5 iconic luxury brands - Miu Miu, Giorgio Armani, Jacquemus, Four Seasons Resorts & 818 Tequila have capitalised the customer experience revolution to enhance both their brand value and customer journeys.
Miu Miu: Summer Club at Cannes
Co-hosted by actor and model Cara Delevingne, this exclusive Summer Club experience featured leisure activities, sun-lounging, and curated hospitality. The beach area, decking, games, and food carts were all personalised and customised with vintage-inspired stripes and Miu Miu’s iconic branding, bringing an elevated element of belonging and brand lifestyle.
Giorgio Armani & Bagatelle in Saint Tropez
This collaboration between Bagatelle's restaurant and beach club in Saint-Tropez and Giorgio Armani creates an exquisite Mediterranean escape, blending sophistication with outdoor charm. Decorated with elegant beachside accessories, the activation embodies Armani's refined style, while an on-site boutique offers exclusive made-to-measure and made-to-order services.
Four Seasons Resort & Jacquemus in Bahamas
Known for its creative, minimalistic and innovative strategies, Jacquemus’s partnership with global luxury hospitality leader Four Seasons, at The Ocean Club in the Bahamas, is the ultimate summer experience.
With an exclusive on-site boutique, Jacquemus has taken-over the resort’s Versailles and Ocean Pools by dressing the loungers in branded fabrics, accent pillows, sunshades and pool toys. As a celebration for this celebrations, Jacquemus designed an exclusive luxe towel in bold black and white stripes for and all Four Seasons guests.
818 Tequila - The Coachella Outpost
Classified as one of the top brand activations during this year’s Coachella Event, the western branded campaign of 818 Tequila named “Out West” featured a gas station design and a horse trailer designed to be reused for continuous pop-up events. Highlighting lounge and photo areas, the space also offered guests free products and complimentary services, such as customisation on cowboy hats, as well as exclusive merchandising drops leading-up to the event for exclusive customer experience.
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It really shows how much thought goes into creating memorable experiences for customers. One thing that often gets overlooked, though, is the people on the ground who bring these activations to life. Having the right promotional staff can make or break the customer experience.
For anyone planning activations in London, This website The Ann Savva Group provides highly trained promotional staff who understand how to represent luxury brands with professionalism and warmth. They specialise in making sure every interaction reflects the quality of the brand itself—something that’s essential in this new era of experience-led marketing.