Michael Kors stages luxury-themed experience for perfume launch

Michael Kors has launched its new perfume, Wonderlust, with an interactive stand at Birmingham's Bull Ring shopping centre.

Luxury feel: Michael Kors' Wonderlust
Luxury feel: Michael Kors' Wonderlust

The activation features an aspirational and luxurious space with images of the 'High Life' as backdrops plus a luxury ‘boat’ which passers-by are invited to sit in and have their own personal GIF created. From here, consumers can choose to have their GIF emailed to them or can share directly to any social media platform of their choosing, using the hashtag #wonderlust. 

The stand has been showcased at the Birmingham shopping centre from 1 October, with the final day today (4 October) and was previously at Manchester's Trafford Centre on 24 and 25 September.

From an initial brief and a 30’ TV ad, agency Blackjack Promotions in partnership with Talon developed the creative, designed the stand, created a social sharing mechanism, recruited and provided brand ambassadors, as well as working on full build and installation. 

The Michael Kors #wonderlust project is the first to be delivered by the agency's new account director for experiential, Andy DeVito, who recently joined with the brief of delivering ‘end to end’ services for clients.

DeVito said: "It has been a fantastic campaign to work on. Delivering a project from initial creative concept through to build and installation and meeting a strict staffing brief has been a great achievement for all involved. Not only have we increased the social reach of the Wonderlust launch, but using our extensive database, we were able to carefully select suitable sites in close proximity to local department stores and drive sales directly from the live experience to till point. We saw an unprecedented uplift in sales of the Wonderlust product with the additional benefit of the majority of consumers upping their purchase to the 100ml fragrance size." 

More: Event TV: Fashion & Cinema enlists Michael Kors for screen event

Michael Kors activated at last month's New York Fashion Week, in partnership with American fashion, style and beauty website Refinery29.  

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