Bringing The Taste & Smells of Italy to NY With BVLGARI Allegra
Objective
Create a surprise & delight moment for local press and influencers that creates an experience that they can #MagnifyForMore.
About The Project
CNC partnered with BVLGARI to create a one-day mobile activation that made scheduled stops in Brooklyn & Manhattan to deliver an unparalleled passion for Italy straight to the door of media and influencers for a surprise & delight moment.
The truck’s eye-catching design included the iconic BVLGARI condotti star, a fragrant display of products and florals, and Italian phrases to be seen and snapped as it made its journey through the streets of New York City. For each scheduled stop, guests received their package of Italian delights inspired by BVLGARI Allegra including a classic spritz and delicate Italian pasticciere, wrapped in the beauty of floral notes that embody the collection. To complete the experience, guests were able to choose from a menu to magnify their spritz and floral experience, choosing from a selection of 4 notes to emulate the full fragrance collection experience.
Client Name
Bulgari
Industry
Fashion, Beauty, Luxury
Type
Experiential, Mobile Retail, Pop-Up
Location
New York City, Brooklyn
Challenge
The BVLGARI Allegra collection is a fragrance collection with 5 fragrance options and 5 different magnifying essences for the user to create a truly individualized experience.
BVLGARI wanted to create a surprise & delight moment that played up the #MagnifyForMore experience with key media and influencers.
Insight
Taking inspiration from three of the hero fragrances Dolce Esttasi, Fiori D’Amore and Rock ‘N Rome the menu was designed to highlight the sweet, vibrant array of Italian aromas that make up the collection with food, beverage and florals.
Solution
CNC created an assortment of magnifying elements within the menu that not only enhanced the experience but also helps tell the story of the BVLGARI Allegra fragrance.
Each guest left with a BVLGARI bag filled with Italian pastries, a custom spritz, and a floral bouquet.
12 Stops
Across Brooklyn and Manhattan in New York City
1 x
Day Activation
