The French fashion brand ChloΓ© invited V.I.P. clients on a treasure hunt to explore its new store in Miami, offering treats and experiences along the way. The grand opening event, held January 21, welcomed clients to the brandβs new location within Bal Harbour Shops, where it relocated to a more visible, ground-floor location.
Invitations to the event contained a golden key that guests were instructed to bring with them. Upon arrival, they saw 10 treasure chests lining the store, each printed with a letter that together spelled out βChloΓ© Miami.β A map guided them to the treats that could be unlocked with their golden keys.
ChloΓ© had used the treasure chest concept for a store opening in Paris and wanted to import the idea to Miami. The challenge was to condense it to the much-smaller Miami location and to add unique experiences to βmake this very much Miami,β said Meredith Lasher, president and C.E.O. of Bombshell Productions, which designed and produced the event with event management from 6Up.
The βEβ box, for example, stood for eyewear and contained sunglassesβa staple accessory in sun-drenched Miami. A box marked βIβ contained ice cream, which was kept chilled with a discreet layer of dry ice. Catering from Shiraz Events used tropical flavors like mango, and DJ Vashtie Kola created a Miami-appropriate playlist.
Bombshell dealt with several logistical hurdles, such as fabricating the treasure chests to hold multiple trays of goods so staff could discreetly restock them without interrupting the experience.
βFrom a design perspective, we were thinking about form and function," Lasher said. "You donβt want someone there with cardboard box restocking. It was a brand new experience no matter at what time you approached the boxes.β
Treasure chests with more valuable items were located toward the back of the store to intentionally draw people through the event, Lasher said. Another way planners kept the guests moving through the event was to expand the footprint to a landscaped courtyard outside, where a step-and-repeat and photo booth were set up.
βIt was a very open format and design,β Lasher said. βThe spirit of ChloΓ© is freedom and a natural, graceful environment. Nothing here was forced. They could engage at their own pace and leisure.β