Ralph Lauren – Romance Miami

Beyond Romance Fragrance Launch Event (Miami)

The Amara, Miami

What We Did:
We partnered with Ralph Lauren to help launch their new Beyond Romance perfume by creating two large and pressworthy 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:
When events strive to be classic and luxe, they can often feel stiff and stilted. To ensure we had a party with soul and vibe, we scoured Miami for some next-level brand ambassadors. They were as gorgeous as you’d expect a Ralph Lauren model to be, while also being gregarious, warm and welcoming. They greeted guests, served drinks, danced with our guests, handed out sparklers and even assumed the very chivalrous job of standing between dancing guests and the edge of the pool. It’s these human touches that make a party. Oh, and our unstoppable DJ gave Miami a nod by serving up the sounds of both contemporary and Latin music all night long, in a cute pink RL dress of course!

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