Boucheron - Club Quatre
Campaign Date: 2024
Challenge
How do you capture attention during a busy Paris Fashion Week?
You invite people to an exclusive event which celebrates the 20th anniversary of the famous Boucheron Quatre collection.
Insight + Strategy
To truly celebrate this iconic brand moment for Boucheron, we needed to host an unmissable event that would place the Quatre collection front and centre during Paris' busiest week of the year; Fashion Week.
We leveraged the iconic status of Place Vendrôme to position Boucheron as a disruptor and modern brand within the world of luxury jewellery.
Solution
Introducing... Club Quatre
We opened the first nightclub within La Place Vendôme for one night only.
The iconic Quatre Collection originated twenty years ago, at the peak of the 'noughties'. Recent years have seen a resurgence of all things noughties - with everything from fashion to music being influenced by Y2K culture. To celebrate this and bring a healthy dose of nostalgia to our millennial audience, we introduced dazzling Y2K theming throughout the nightclub to evoke a nostalgic throwback celebration of 20 years.
We also heavily leant into the birthday celebration vibe to bring a festive, unique and glamorous atmosphere. The event brought together family and friends to celebrate Quatre's 20th birthday with all the ingredients of a Parisian night club in the 2000’s.
Inspired by Chez Castel, le Palace and les Bains, we turned the Boucheron iconic apartment into a real club that evoked the night club experience of the early 2000's. Even enlisting the most famous doorman of Paris, 'Big John', to welcome our guests.
We then leveraged Quatre design elements, infusing them in the styling, lighting and event branding through touchpoints such as vintage posters, disco balls and nightclub seats.
Finally, we allowed guests to step into the world of Quatre and capture content with photo moments throughout the club.
The event featured a DJ set by Alex Pan and Marine Neuilly, firing up the dancefloor for our guests.
At the climax of the evening, the birthday cake arrived amongst the crowd and everyone sang happy birthday while Hélène Poulit-Duquesne and Han So-hee blew the candles.
Everyone had a blast at Club Quatre, giving Boucheron the opportunity to genuinely connect with their friends and family whilst celebrating the Quatre collection.
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We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
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