“We wanted to develop innovative and creative way to introduce our rich heritage and approach to fine jewelry in way that enchants, amazes and amuses. We have a rich history that Fahrenheit 212 has beautifully brought alive.”
Jean Christophe-Bedos, President, Boucheron
“More than any show in New York I can think of, “Désir,” with its cavalcade of professional beauties, does inspire thoughts of a time when well-dressed admirers queued up at dressing-room doors bearing gifts of flowers and jewelry.”
Ben Brantley, New York Times
THE BRIEF
Boucheron, a 150-year old jeweler, owned by the Gucci Group, approached Fahrenheit 212 about entering the US market. A French family dynasty founded by Frederic Boucheron in 1858, the House has ceaselessly seduced the most discerning, drawing them in with the world’s most beautiful and precious creations. And yet with a global clientele of movie stars, writers, artists, maharajahs and magnates Boucheron had yet to claim a significant role in the United States Luxury market place.
THE COMMERCIAL OBJECTIVE
For Boucheron to claim its rightful place at the center of American Luxury. From underdeveloped in the US to the US as a core driver of Boucheron’s growth ambitions.
THE INNOVATION CHALLENGE
The Luxury Industry had undergone a 20-year boom with success driving up the cost of rent and media to stratospheric heights. Boucheron however had not partaken in the US luxury growth and as such was playing catch up in a market where the conventional approach – build a very expensive store and spend a huge sum on print advertising and parties – did not make economic sense. Fahrenheit 212 was charged with developing a new approach to building a Luxury brand. Building awareness of the history and sales in a way that could collapse the timeframe to scale and dramatically increase ROI.
THE INNOVATION STRATEGY
With the realization that the conventional route was not an option, Fahrenheit zeroed in on Boucheron’s long history of stirring the passions of sensual desire. This philosophy has driven Boucheron’s design and exquisite craftsmanship and resulted in a legacy of passionate stories and myths. Now it could inspire an entirely new approach to the marketplace. The House’s distinctive legacy pointed a way to engage the American luxury consumer on a fundamentally more personal, more passionate and less superficial level.
THE OUTCOME
Fahrenheit 212 created a market approach that delivers a number of industry innovations – a new service that redefines how the high-end consumer can experience luxury jewelry; a unique retail concept that can travel to the customer rather than sit and wait for them; and a distribution and product idea that elevates the craft of Boucheron to the highest levels of art and commerce.
The first element of the program is Desir, a collaboration with the producers of Spiegelworld, that brings alive the rich history of Boucheron in an intimate and inspiring 100 year old hall of mirrors. It was launched in New York in August 2008 and is set to enjoy a sell out three-month run at the South Seaport before starting two-year tour of US’s most important Luxury markets.
“Set in a turn of the fin-de-siecle nightclub, Désir is meeting place for showgirls and soldiers, bejeweled courtesans and maharajahs, a carnival world devoted to the pursuit of beauty, clever seductions and breathtaking displays of acrobatic wonder. It is a sparkling merry-go-round where the last love affair is merely an entree to the next encounter. More than any show in New York I can think of, Désir, with its cavalcade of professional beauties, does inspire thoughts of a time when well-dressed admirers queued up at dressing-room doors bearing gifts of flowers and jewelry. As for me, I’m thinking of coming back with a bouquet of catnip for that charming, fluffy-haired Persian who stopped the show when it walked a tightrope.” Ben Brantley, New York Times.
Accompanying the show is the Boutique Désir, a traveling boutique where, visitors can discover Boucheron’s universe and its creations; can touch, try and familiarize themselves with the pieces in a voluptuous and confidential atmosphere. Customers are then invited to the exclusive Bar Vêndome, a VIP bar and lounge where they can enjoy an unforgettable evening under the stars.