ALEXANDER MCQUEEN

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Conceptualization: 30%

Implementation: 70%

ALEXANDER MCQUEEN FRANGRANCES

Client: Coty
Industry: Beauty, Luxury, Fashion
Type: Corporate, Trade
Location: New York

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CHALLENGES

How can a brand motivate salespeople when they do not work directly for the brand? For the launch of the Alexander McQueen fragrance, Coty needed to immerse the trade in the uniqueness of the brand and the genius behind the brand.

STRATEGY

GRADIENT created a jewelry box of a pop-up that could emulate the luxury and detail of the brand. The exterior of the store provided mystery, while the interior gave the executive team an opportunity to present the product and take retailers through a fully sensorial experience.