Maison Ombre
The Night Garden
(
Events, Press relations
)
How do you launch a fragrance that smells of a garden after dark? You invite the city to one.
( Insight )
Fragrance launches all look alike: white rooms, silver trays, a bottle on a plinth. Editors had seen it all and stopped coming.
( The idea )
We took over a disused greenhouse for three nights, lit it with candles only and let guests find the scent among night-flowering plants. No speeches, no stage, just the garden.
( Results )
Forty-two pieces of coverage in the first week, a sold-out pre-order run and a waiting list for a fourth night we never planned.
( In numbers )
42
articles in week one
3
nights, fully booked
11M
organic impressions
Next project
