Brief
Publicasity worked with our international PR partner from Singapore, Huntington, on a project to launch the ‘41 Burlington’ fragrance from Atkinson and its new London store
Campaign
Journalists from London, Singapore, Japan, Russia and the Middle East, and more, were hosted at the new Atkinsons boutique store in Burlington Arcade for an introduction to the wider Atkinsons range and fragrance briefing
Interviews with Christopher Jenner (designer of the boutique), Dino Pace (CEO of Perfume Holding) and Julie Pluchet (perfumer of 41 Burlington) facilitated bespoke detail to each title and the respective audiences
A luxurious evening followed, as guests were hosted at Burlington Arcade for drinks and a silver service dinner. The Arcade was transformed into a drinks reception space and a long dining table for 75 guests
A welcome speech from Dino Pace introduced guests to a variety of aromatic ingredients which they could blend to create a unique and personal mix of scents Goodie bags featured a complete bottle of the new 41 Burlington Arcade fragrance
Results
All guests left the day with a deep-dive knowledge of the new Burlington Arcade store, the Atkinson brand and heritage, exclusive content for feature length articles and a luxurious experience and relationship build investment