Defining an event as a luxury event involves more than just a location with a skyline view, expensive décor, or champagne and caviar. Below are three essentials to all events that mark them as luxury:
1) Exclusivity. Luxury events must guarantee people special access and be limited to a certain amount of people. A general rule of thumb is to have a maximum of 300 people as that’s the limit of how many people a host can shake hands with in the duration of a night. Limiting the amount of people guarantees a certain level of personalization. When you know each of your guests, you can host them as individuals with that personal touch.
2) Authenticity. For luxury events, this authenticity comes from a delicate balance of heritage and novelty. Heritage for luxury goods should focus on craftsmanship, usually on the value of handmade products. The brand’s latest products or limited edition line ideally can inspire novelty. We created an event for the world premiere of Audemars Piguet LeBron James’ Royal Oak Offshore watch where there was a limited edition of 600 watches. This combined AP’s renown mechanical marksmanship with a relevant celebrity and exclusive offering.
3) Attentiveness. It’s all in the details. They way you are welcomed into a luxury event onsite, the texture of the tablecloth, the nuances of the lighting, all of this must reflect sophistication. And it’s not just about what happens at the location: for luxury events, one must focus on the whole experience from the beautiful invitations before you arrive to the gifts you take home with you. When we did the Swarovski Sparkling Secrets exhibit in China, the invites came in the form of an antique gold key to represent the exclusivity of private access on site.
It’s possible to have a successful event that does not hit on these three – but then it’s not luxury.