As a luxury real estate marketing professional, it is important to pay attention to details. Attention to details is what give an item or a marketing piece that luxurious feel...
Whenever a store is remodeled in Beverly Hills, the business creates a beautiful structure to camouflage the constructing inside. Here is the Hermes version on Rodeo Drive which is one of the famous luxury retail streets in the Beverly Hills triangle.
Hermes is one of the finest luxury brands known for their uncompromising craftsmanship. They started as a saddle shop in Paris in 1837. Because of their exquisite work and their royal clientele, they became known as the “saddle makers of kings.” Since then they have expanded into fashion, lifestyle and home products.
One of their specialties is silk scarves. The scarves have hand rolled edges and the same intensity of color on both sides, their attention to detail is unparalleled. They often issue a limited number for a special celebration or country, and their most recent scarf celebrates the Indian look of the maharajahs.
This barricade is a large scarf, three stories high with palm trees which celebrate the look and feel of Rodeo Drive. Note how the palm trees on the scarves blend in with the real palm trees and create a harmonious look of painting and reality.
The brilliance of erecting an aesthetically pleasing camouflage is that it creates visibility and anticipation for the new store. At the same time it markets the Hermes brand in a way that clearly defines their luxury brand strategy! The picture above is from November 9, 2012.
Here is the pre-grand opening shot. The windows are detailed to look like they are frames to accent their beautiful products. The attention to details says it all. Next month, we will follow up with the big reveal when they are ready for their close up!
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