An activation celebrating the alchemy of luxury.
ACTIVATION — The Lab
An invite-only greenhouse experience that takes place every October in a meadow of fragrant night-blooming flowers (think evening primrose, wisteria, gardenia, night phlox, moonflower, and jasmine). This experience is only open after sundown, and guests are invited to explore the meadow and pick flowers by candlelight. Back at the greenhouse, guests will create their own bespoke botanical perfume oils from the flowers they’ve picked, packaged in exclusive black bottles. Guests can also enjoy floral libations at the greenhouse’s bar.
PROBLEM
The perfume industry has always equated luxury with external appearances: whether it be through airbrushed models or ostentatious trappings of wealth, like sports cars, mansions, and boats.
The perfume industry has always equated luxury with external appearances: whether it be through airbrushed models or ostentatious trappings of wealth, like sports cars, mansions, and boats.
INSIGHT
Craft and knowledge are the true indicators of luxury, not external appearances.
Craft and knowledge are the true indicators of luxury, not external appearances.
STRATEGY
Highlight the artisanship that gives Le Labo its value, as the science within luxury is a well-crafted formula.
Highlight the artisanship that gives Le Labo its value, as the science within luxury is a well-crafted formula.
INVITATIONS — The Le Labo Arcana
PRODUCT INNOVATION — The Black Bottle
PRINT DESIGN — Spellbook
In keeping with the themes of practical alchemy and nighttime magic, Le Labo would develop a spellbook of DIY salves and potions that guests can take home as a keepsake from the experience.
DRINKS!
A sample cocktail menu and coasters. Note that the cocktails would all utilize the Le Labo naming convention: the topmost “note” or most dominant ingredient plus the total number of components.
SOCIAL
Primarily focused on Instagram, this would give curious onlookers and casual Le Labo enthusiasts a peek into the proceedings at the Lab, and maybe even encourage them to participate in next year’s iteration!
Copywriter: Kyle Rayo
Strategist: Bryce Randall