Baccarat Store Opening

ABOUT THIS PROJECT

CATEGORYEvents

SITUATION

On June 5, 2013, Baccarat unveiled their newest flagship store in New York City. Located at 635 Madison Avenue at 60th Street, the expansive 2,800-square-foot store, designed by acclaimed architect and designer Rafael de Cárdenas, is an experiential destination.

STRATEGY

250+ guests attended the launch event, including New York City’s most influential designers, leaders of industry, tastemakers, socialites, and top-tier media as well as key media attendees. Colin Cowie Events produced the event, which included an electric violinist with accompanied piped-in iPod playlist curated by Colin Cowie Celebrations. Patrick McMullan shot the event, as well as photographers from Guest of Guest and Grey magazine. Renowned culinary design studio Peter Callahan Catering provided their services for the event, which included passed fowl, seafood, beef, vegetarian, and dessert options like foie gras, lamb lollipops, and macaroons. Servers poured magnums of Ruinart champagne, white wine, and the “B” signature cocktail into Baccarat glassware (prepared with Grey Goose vodka). Guests went home with gift bags that included a crystal bottle stopper, Grey magazine, and a Baccarat Hotel & Residences New York brochure.

Magrino coordinated follow-up events at the store including a dinner for 20 top influencers with Ruinart Champagne, as well as an international media breakfast and an event geared towards online editors and bloggers.

SOLUTION

Magrino announced the store opening in November 2012 with an exclusive in the New York Post, as well as in print and online design and real estate publications. Magrino secured a full-page exclusive with Architectural Digest in their August 2013 issue about the boutique opening. Magrino also secured press in national and regional New York outlets as well as online.

Magrino secured more than 20 million print and online media impressions.