The Chloé Atelier des Fleurs collection was developed by master perfumers who have captured the scents of fresh flowers with a sense of elegant simplicity.  The scents may be worn alone or blended with others from the collection, offering an infinite number of olfactory compositions to be custom-crafted.

Communication activations for niche collections are increasingly social at heart – beautiful, intimate storytelling served in targeted, private feeds. However, Chloé Atelier des Fleurs had a clear ambition, to be experienced, not just scrolled.  To feel instantly iconic and easy to experience IRL.

To achieve this, Edinburgh, an affluent city where premium presence can build fast, was selected as the location for Chloe to achieve full dominance, using multiple OOH formats to curate brand messaging through all the city’s landmark areas, then anchor it with experiential immersion outside St James Quarter John Lewis, an established over indexing Chloe top door, and encouraging footfall within.  This visual domination was complimented in all 360 touchpoints from sampling to GWPs, content creators to digital media.

The result was a seamless journey from street to scent to sale, delivered with Chloé-level restraint and craft. A modern luxury launch model: beautifully public, genuinely sensorial and commercially proven.