this is Ralph Lauren – Romance Dallas

Who: Ralph Lauren Fragrence
What: Beyond Romance Fragrance Launch Event (Dallas)
Where: The Joule Hotel. Dallas, Texas
What We Did:
We partnered with Ralph Lauren to help launch their new Beyond Romance perfume by creating two press-worthy events back-to-back in Miami and Dallas. This heritage brand needed something that felt both edgy and contemporary, classic and pristine, with an event that appealed to both millennials plus gen X all the while keeping the classic, luxe feel that RL is famous for. So we went for a soft-kissed feel and decked the entire space in pink, with lush pink florals, pink pillows, pink neon hearts, a custom-built perfume bar and custom 5 foot podiums that flaunted the perfumes in regal glass cases. A subtle but high impact detail was designing the cases in equal proportions of glass case and pedestal. Guests were greeted with pink champagne and a rose pink cocktails and treated to delicious food while they soaked up the soft ambiance of our perfect Miami night. And then came the signage; we had a custom neon ‘Live Beyond, Go Beyond, Love Beyond’ sign adorned in flowers and the RL logo projected into a pool. We even created a mashup of the brand campaign and projected it onto the building. We dare say, it was one elegant, elevated affair.
Why It Rocked:

Problem-solving is in our DNA. And while we were completely obsessed with our amazing venue, a few of their decor decisions were lackluster (their carpet choice was BAD). We pride ourselves in our vision of transforming space and knowing exactly where to make decisions that may seem small but provide major impact. We decided it was essential to re-carpet the venue and it utterly transformed the space and lifted the tone of the evening. (And fun fact - the venue loved it so much, they decided to keep it!)


The ‘this is LESTER’ team are artists first. Creativity is our lifeblood. We’re fueled by a cocktail of inspiration, imagination and audacity. We take time to understand your brand or client, the message and mission and find experiential ways to give that meaning and impact in the real world.

this is Dreaming

First and foremost, we’re a team of creatives that think in terms of what could be, not what has come before.

this is Doing

We’ve been in the business 15 years. We know what it takes to make an experience go off without a hitch. We sweat the small stuff and are pedantic when it comes to production.

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We show up to our work with all that we’ve got. We’re raw, real and brimming with passion for what we do and a commitment to honoring our creativity… and having fun a little fun as we go.

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We don’t work in a vacuum. We get off on collaborating with top artists, originators and influencers to heighten the creative vision.

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