WHAT WE'RE HERE TO DO
To create an event that gives the Salvatore Ferragamo brand a high- profile, widely seen moment in the spotlight that gets people thinking about the brand in a whole new way.
WHAT WE'RE REALLY HERE TO DO
To create an event that gives the Salvatore Ferragamo brand a high- profile, widely seen moment in the spotlight that gets people thinking about the brand in a whole new way.
BRIDGING THE DISCONNECT
Ferragamo has a lot of great qualities,
but somehow it’s not connecting as well to the younger audiences.
HERITAGE
QUALITY
COOL FACTOR
/ RELEVANCE
NEGOTIATING TRUTHS
The best creativity is rooted in a strategic foundation that negotiates between brand and consumer truths, powering platforms that find common ground and put human truths above all.
THE MOOD
CONSUMER TRUTHS
Consumers are tired of fake luxury that is overhyped and lacks substance. The move from luxury brands to a ‘post-opulence’ world post-pandemic is very real, with people demanding justifiable quality for the pricetag
Salvatore Ferragamo’s weakness is also its strength. The fact that it’s not as trendy as it should be is in part rooted in the old-world charm of its founder, with his obsession with craftsmanship that few brands can match. The legacy he left can be seen by some as too mature, but if positioned right, it can be young and trendy while also leveraging the old- world craftsmanship that sets it apart from no-substance hype lux.
BRAND TRUTH
MARKET TRUTH
Dubai is undergoing a rennaissance or awakening of substance in luxury. A city once known for flash over substance is stepping up its luxury game to whole new levels, with ultra- luxury hotels, real estate, trendy global and local restaurant concepts, and a fashion scene that’s going from a narrow perception to being seen as a global player in luxury + innovation.
Our strategy is thus to celebrate not just the re-iteration of a heritage brand’s line coming to life, but to celebrate and position what SF represents to the luxury buyer of now:
Our strategic platform is to position Salvatore Ferragamo’s resurgence as
THE RETURN OF REAL LUXURY
A return to style, craftmanship, and substance that is bigger than any one trend or buzzword. Real ‘oh wow that’s luxury’ luxury is finally back, and it’s made for a new era of buyers by a brand that knows how to do both heritage (like Salvatore) and reinvent itself (like Wanda)
THE BIG IDEA
To a world tired of false luxury, we usher in a new era for a new Ferragamo buyer discovering a return to the fabled fashion house’ substance, style, and fashion that doesn’t fade by the end of the season.
Goodbye hollow hype, hello famous-for-a-reason.
Goodbye style without substance,
hello things-that-feel-like-now-but-last-forever.
Goodbye fad-based trends, hello always-looks-good-on-you.
Goodbye easily-counterfeited-brands, hello luxury-that-you-can-feel.
Goodbye outdated ideas of the brand, hello a bold new future that celebrates a radically challenge to your notions of luxury (while still making its founders proud) And in a world tired of ‘here today, gone tomorrow’ fashion, we come to our big idea...
HERE TODAY, FERRAGAMO FOREVER.
#FERRAGAMOFOREVER
Ferragamo Forever is a platform that says the brand is fresh but timeless. It’s on-trend yet beyond fads. It’s radically changed and yet still the same in the ways that matter. It is a beautiful mix of timeless Italian craftsmanship (like Salvatore) and passionate reinvention with larger-than-life ambitions (like Wanda)
That’s the big, campaignable idea. Now, we make it come to life across all channels. Let’s get into execution mode.
EXECUTION 1 : AURA SKY POOL
at the St Regis the Palm Dubai
As the highest pool in DXB, this stunning infinity pool looks out upon the most stunning views of the south side of the city. While it’s not a beach, it’s got a similar pool day vibe + the glamour and uniqueness of its brag-worthy views. Currently untapped by an major brand.
THE HOTEL
Guest would stay at the St Regis Hotel located within the same building.
We project on the top part of the St Regis building, turning it red.
We project a countdown, counting down the return of real luxury. When the timer’s up, the Ferragamo logo appears. A short laser show signals the start of the party.
EVENT LAUNCH MOMENT
Now for our big wow moment, we would like to
TURN THE POOL RED
Inspired by the library hotel in Koh Samui, we think we should do something Dubai has never seen. Turn the pool RED and make a statement with the club takeover.
Giving our floating logo a stunning backdrop, and making this already gram-worthy pool even more talkable.
Lounge area take over and a pop up shop that highlights the new collection.
EXECUTION 2 : MANDARIN ORIENTAL DXB
As one of the top luxury hotels in Dubai, but also globally, the Mandarin Oriental offers us a beach club that’s ready for a luxury takeover.
A mysterious red hourglass appears on the beaches of Mandarin Oriental in Dubai with messaging that celebrates the #FerregamoForever platform. The hourglass is both symbolic for how timeless the brand is and how relevant it is to NOW thanks to the updated global creative direction.
It will also count down to the launch event, and will end with red fireworks celebrating the moment.
LAUNCH HYPE MOMENT
The entrance to our immersive dinner experience will be a stunning infinity mirror hallway that emphasizes Ferragamo Forever in a beautiful way.
DINNER ENTRANCE
VIP DINNER AT SUBLIMOTION
A 10 course dinner for the private event with an immersive technological experience. Walls to table, sound, smell, taste and technology can be personalised.
EXECUTION 3 : IL BORRO + BEACH POP UP
Globally owned by Ferragamo, and the most luxurious Italian restaurant in Dubai - it’s both classic and still highly relevant and celebrated, Il Borro makes a great choice for the VIP dinner. Guests can stay at the Naseem hotel, and we have a special pop-up planned that can stay open for the public after the launch with the influencers + VIIPs
Our guests will be brought to the nearby beach where they’ll see the arrival of a red boat.
EVENT LAUNCH MOMENT
A beach club takeover will give guests a complete immersive experience to truly live the brand, with the DJ booth being featured on the sail boat itself, the loungers for our audience, and mirrored beach “cabanas” for a pop-up shop and refreshments stand.
The dinner itself
will be hosted in a specially adapted
Il Borro, featuring a makeover in red, contrasting starkly with the traditional white table cloth interiors.
DINNER AT IL BORRO
With #FerragamoForever, we educate people on brand heritage while making it clear that this is also a radically new chapter in the brand’s history, bringing together the best of the old (craftsmanship) and new (disruptive style) that people crave in the luxury brand of now, but also one that they’ll want to keep forever.
SO, WHAT'S THE POINT?