After recently marking a milestone of our own, we’ve been reflecting on the power of anniversaries, often a brand’s biggest moment of the year.

Done right, they don’t just commemorate the past, they shape the future, reinforcing heritage while driving relevance.

Anniversaries signify legacy, craft, resilience, and innovation. They’re a chance to spotlight what makes a brand exceptional, resonating with both loyal audiences and new generations.

With decades of experience crafting anniversary moments for brands across luxury, beauty, fragrance, and lifestyle, including Montblanc, Christian Louboutin, and diptyque, we know what it takes to create an unforgettable celebration.

Dive into our article below to discover how you can make your milestone matter.

Bring the Founder to the Fore

Anniversaries are the perfect moment to spotlight a founder’s vision, reintroducing their legacy for a new era.

To celebrate 20 years of Christian Louboutin at Selfridges London, we collaborated with Christian himself to bring his world into the department store’s legendary windows.

The result? A hypnotic, kinetic spectacle.

A series of interwoven graphics played with scale and repetition, while individual windows highlighted hero products in mesmerising motion. The centrepiece—a dynamic installation—visualised Christian’s creativity bursting into the world.

“We delved into the mind of Christian and recreated his world within The Corner Shop at Selfridges.” Gemma Ruse, Founder, StudioXAG

Placing the founder at the heart of the story transformed this anniversary into an unforgettable tribute to his genius.

Embark On A Sensory Adventure

For its 60th anniversary, diptyque wanted to reaffirm its position as the ultimate French perfumer. The challenge? To craft a global, immersive experience that embodied the Maison’s singular spirit.

Inspired by The Grand Tour, a centuries-old tradition of cultural exploration—we designed a multi-sensory journey through five limited-edition fragrances. Visitors traveled from West to East, experiencing diptyque’s world through sight, sound, and scent.

Rooted in the brand’s origins, the pop-up brought diptyque’s founders’ love of travel to life, reimagining their tradition of collecting and creating unique objects inspired by global discoveries. Spaces shifted like pages of a well-worn travel journal, each destination immersing visitors in a different facet of diptyque’s creative DNA.

“The Grand Tour pop-up echoes the history of the Maison while focusing on the brand’s contemporary vision.”  Amanda Morgan, Managing Director, diptyque UK

The concept was so successful, it was used as a blueprint for pop-ups worldwide, a world tour for a world tour.

Collaborate with a Cultural Icon

To mark 100 years of its most iconic writing instrument, the Meisterstück, Montblanc turned to visionary filmmaker Wes Anderson. His distinctive storytelling and unmistakable aesthetic brought fresh energy to the brand’s legacy, culminating in a short film campaign that reimagined Meisterstück’s heritage through a cinematic lens.

To extend this world into a physical experience, we designed a series of immersive moments echoing the snowy chalets of Anderson’s signature style. Inspired by his continuous tracking shots, our concept unfolded as a seamless journey through layered scenic flats and mountain graphics.

By partnering with a cultural powerhouse, Montblanc revitalised a century-old masterpiece, making it newly relevant for today’s audience.

Anniversaries aren’t about looking backward; they’re about redefining what’s next. A well-crafted celebration has the power to reinforce brand values, engage new audiences, and set the stage for future innovation. By embracing creativity, cultural relevance, and immersive storytelling, brands can turn milestones into momentum.

How will you mark your next big moment? Whether you’re looking to reimagine heritage, celebrate a founder’s vision, or redefine your identity, we can make it unforgettable.

Want to learn how to turn your legacy into a story that captivates today’s audience?

Sign up for our New Cultural Horizons insights briefing on 11th March at 2pm GMT.