Giorgio Armani Pop-Up & Launch Event
In my capacity as Marketing Director of CMA Group in Switzerland, I was responsible for overseeing this project from ideation to implementation. This included location scouting, liaising with Italian & local construction teams, leading the launch event and developing the launch campaign.
Project Background
Giorgio Armani already had some advertisement placements all over the ski resort since early 2021. The brand wanted to grow its winter brand Neve, so I proposed building a pop-up shop on the slopes. As owners of the ski area, we were at liberty to do more or less whatever was necessary to make this a unique experience.
After receiving approval from the Commercial Director of the brand, with whom I was directly liaising throughout the process, construction started on the 1st of January 2022. The lead time was extremely short, as we had a set opening date on the 19th of January 2022. The pop-up would be open until the end of the ski season, i.e. end of March 2022.
Project Results
100 guests attending the launch dinner, including senior stakeholders
250 people attending the after-party
Over 200 posts & tags on instagram
Over the span of 2 months, 2,000 people visited the pop-up shop. Since they had to buy a ski pass to access the location, this incurred CHF 120,000 in revenue for the ski resort
The overall revenue generated for the company was CHF 250,000
Process
I had already mobilised the local teams (designers, construction workers & materials, and transportation) as we awaited sign-off on various quotes. Once that was done, I prepared for the launch event, which would be hosted in one of our restaurants with 100 guests attending. The world-famous restaurant Nobu was catering the dinner, and a band performed for the after-party, which was open to the public.
The biggest challenge was transporting the construction material to the building site, which was at 2,000m of altitude. Indeed, we could not use the ski lifts for certain materials because they were too large, so we had to transport them by helicopter. This mode of transportation is highly regulated for security reasons, the main one being the skiers above which we could not fly during the day. This meant that transportation had to take place between 6 am and 8 am, and between 4 pm and 7 pm. This in turn required a huge amount of preparation to make sure the material was ready to go at 6 am & 4 pm.
