As part of an exhibition to celebrate the launch of La Prairie’s new White Caviar Illuminating Essence product, the brand commissioned agency CircleSquare to create an activation including its first travel retail NFT Project.
Sanya International Duty Free Shopping Complex in Hainan is hosting La Prairie’s The Encounter of Light and Water Exhibition until the end of this month and the full activation offers travellers a digitally engaged retailtainment experience, following their journey from pre-trip to Hainan and further.
CircleSquare conceptualised and implemented the O+O experience throughout the customer journey, from pre-trip – a microsite associated to online advertisements targeting the brand’s potential and existing customers, in-trip – a web-based application aimed to incentivise and guide visitors through the physical activation, to post-trip – communication to follow up on their purchase.
La Prairie is offering clients the opportunity to receive a digital collectible (NFT) as gift with purchase, derived from a limited series of artworks inspired by Wen-Chi Su. It says this innovation marks a new era for its digital outreach to its audience. Through art, the project embodies how the brand innovates with new technologies to build deeper connections with their clients in travel retail and beyond.
La Prairie says it is the first luxury and skincare brand to launch its NFT series on the WenChang Chain, one of the first open blockchain platforms launched on Blockchain-based Service Network (BSN).
As a part of La Prairie’s environmentally conscious initiative, it partnered with Climeworks, a Swiss environmental organisation, for a carbon offset program.
The Encounter of Light and Water Exhibition
The activation is created around the concept of Light and Water and consists of five customer touchpoints.
At the start of the exhibition, visitors are invited by brand ambassadors to immerse themselves into the world of La…