In a crowded market where creating standout moments is increasingly challenging, Paco Rabanne aimed to make an unforgettable impact with an attention-grabbing launch. The brand sought a partner who shared their ambition to bring to life their most innovative fragrance yet, Phantom.
Their objectives:
Fusing luxury craftsmanship with technology, Phantom is Paco Rabanne’s first ‘connected fragrance.’ Tap your smartphone against Phantom’s bottle to activate the embedded NFC chip and access Phantom Universe—a platform with exclusive content, including interactive filters, personalised playlists, augmented reality, games, and more.
We knew that our strategy for the product’s launch in Selfridges would need to match the innovative nature of the fragrance itself, elevating technology and interactivity within the space to create buzz with impact.
A series of activations at Selfridges’ London, Birmingham, and Manchester Trafford stores highlighted the fragrance’s innovative and inclusive spirit.
We transported visitors to the ‘Paco Galaxy,’ a world where people of all walks of life, genders, ages, and even species come together to celebrate and dance. A giant robot in the Selfridges London window caught attention as it rotated and followed passersby using motion sensors designed to both surprise and engage potential customers.
Visitors could use the app to ‘chat with Phantom’, so to add a playful and interactive element to the physical space that matched the digital experience, by scanning a QR code, visitors could send Phantom a message that would be displayed on a wall of digital ticker screens.
In-store, customers were immersed in the world of Phantom. At the Artist’s Counter, they could have their bottles engraved with names or artwork, and a touchless fragrance diffuser allowed for contact-free sampling.
