Revealed Magazine Summer 2024 final - Flipbook - Page 12
The Secrets to
Stellar In-Store
Events
It would clearly take more than blustery, wet weather to keep guests
from Fleur du Mal's Nolita 昀氀agship store one evening in March.
The draw? A sex-positive conversation in the intimate space of the
provocative, yet classy lingerie brand’s shop.
The Social Sex Revolution event featured Fleur Du Mal founder Jennifer
Zuccarini, MakeLoveNotPorn founder Cindy Gallop and visual artist
Abbey Drucker. It was attended by industry guests and VIP clients who
sipped martinis and engaged.
"From the beginning, I've thought about the brand and owning the
dating, sexuality and sexual wellness conversation,” Zuccarini tells
Revealed. “There are other topics too—we hosted talks on psilocybin,
MDMA and sex drugs," as well as art exhibits housed in the store’s
peep show gallery.
Zuccarini is not alone in wanting to turn her retail space into an event
space as an enticement to bring tra昀케c into her store. But 昀椀nding the
right event that works for your brand is the key to success.
The 昀椀rst step is determining your event objective, says Lisa Wilson,
president of Workshop, an experiential agency and sister brand to
Van Wyck & Van Wyck in New York. Is it a store opening? A milestone
to celebrate? A new product or brand launch?
A perfect example is an event Workshop created for Longchamp to
relaunch its 昀氀agship store in 2018.
Looking to attract a younger consumer base, the Fifth Avenue store
was converted into a French café for a weekend. Wilson said that
working with the right public relations partner created a targeted
guest list for the main event with social media-worthy participation.
R E V E A L E D - THE SUMME R IS SUE #11
