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Louis Vuitton Grand Re-Opening Event 'Drives' Targeted Shopper Traffic To Store

King of Prussia Mall

· Case Study,events,Retailer Support

In August 2016 in conjunction with the opening of King of Prussia’s new 155,000 SF expansion, Louis Vuitton opened a 6,953 SF flagship store, relocating from their previous space at the mall. At 39% larger in size than their previous store, Louis Vuitton has taken the opportunity to host private client events on a regular basis, often strategically partnering with fitting organizations and businesses to deliver existing and new customers for the brand.

Whenever possible, King of Prussia works closely with luxury retailers to assist in the production and execution of such events to ensure the retailer is as successful as possible – that their customers, clients and partners are pleased with the King of Prussia association and that all aspects of the promotion flow smoothly.

On Thursday, May 18, from 6:00-9:00 PM, Louis Vuitton at King of Prussia held a private launch event promoting their MASTERS collection, a collaboration with American artist Jeff Koons that brings imagery from his hand-painted reproductions of classic works of art by DaVinci, Titian, Rubens, Fragonard and Van Gogh to a range of Louis Vuitton products.

Louis Vuitton partnered with a local luxury automobile dealership, F.C. Kerbeck, to co-sponsor the launch event. Kerbeck represents luxury brands including Rolls Royce, Bentley, Lamborghini, Aston Martin and Maserati and has an affluent customer base, making them a natural event partner for Louis Vuitton.

The partnership with F.C. Kerbeck included the placement of a Rolls Royce convertible in the common area just outside of Louis Vuitton for the day of the event. A second vehicle was positioned at the Valet entrance where many of the invited guests entered the mall. Truly differentiating this VIP event from others hosted at King of Prussia, guests were invited to test drive an Aston Martin coupe and a Bentley SUV on the upper level of the parking deck within feet of the retailer. Boutique associates escorted clients to the test drive location personally while Kerbeck associates obtained the appropriate paperwork and guided the rides.

This special Louis Vuitton event also included champagne and sparkling water at the door, a Glenmorangie and Hennessey Scotch bar, passed hors d’oeuvres, a deejay and a full staff of friendly associates to assist customers.

King of Prussia Mall management worked with Louis Vuitton to accommodate the co-sponsorship with Kerbeck by providing the upper level of the parking garage for the test drive event and allowing them to place vehicles inside the mall and at the valet curb for the day.

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