Experiential & Sensorial Exhibit for a Luxury Fragrance
Empire recently partneredwith Radical Media to produce a sensorial exhibit for a luxury fragrance brand.From May 5-17, the exhibit, located in New York City’s Meatpacking District,brought visitors on a journey through the creation, cultivation, composition,abstraction and revelation of the renowned fragrance.
Throughout its two-weeklong lifespan, the experience hosted over 13,000 visitors and became a trendingtopic across numerous social media channels, press outlets and among fashion,retail and luxury brand industry influencers.
Approaching the venuefrom the street, guests came face-to-face with a massive LED wall that wrappedaround the venue’s busy corner at 10thAvenue& 14thStreet. Once inside, guests were greeted by impeccably dressed hostswho informed them about the brand’s history and the immersive experience ahead.
Guests interacted with aseries of experiences representing five chapters of the fragrance: Creation,Cultivation, Composition, Abstraction and Revelation. These five chapters wererepresented by a series of beautiful mosaics, reflecting pools of water atopLED video surfaces, interactive soundscapes, an anamorphic, touch sensitivelight sculpture and a scent experience.
Upon completing theexperience, guests were ushered into the Social Lounge, where they couldcustomize and mail their own postcards and sample a variety of fragrances.
Empire was responsiblefor managing guest experience and all front of house logistics throughout theevent, ensuring that each and every guest’s experience met the brand’s highstandards. Empire also hired, trained and managed the staff of hosts torepresent the brand for the entirety of the exhibit.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
