Marketing
January 14, 2025
A dedicated pop-up that reached cities including Paris, Seoul and Shanghai promoted the signature collection's anniversary. Image credit: Boucheron
By Amirah Keaton
During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
{"ct":"ZbkthYP9eU2FYdonhJz9r7\/MFK8zUZJT2r3zumhumAMNvvb\/fW\/K6TaPqjX9VwZu4Nsk4L99My4jw4TDc4mKvgH5XopwcyN8tQCyLNQXzZaEq8JPp85K\/erII7\/UlHzX0EaqZupshp7I\/xI75Ln9HqjF4iICS8lMtFr159wJOxsEoFiwClrZAaf+gbhN4o\/FpixhfD69uKDnid3MQxryK4uAdRwUtyuqsxiJllPd+G\/7+ulNbqLUqo\/xslPAfXsIIy1WmFWXBM3mTt9123KA2rAOFApwwRdSf0rTjzwIecGacUAGyzWxzWCKO1m0ijCFLl1BML7rUm8zQ5qvUbSTebYQxpsKCbiobyktnvazZ6Pd7UmlcBeid2qD5nw5w5iA4i3iwGjJbSaY7WxKgkFNxLrzwaa4ypmqY5WwrG1Bhj62BSEPhgQEeiVS2g9CGcHahOpyuMV3Wwd96MLYGIJDrW6KN1MMRfoazkn40MGOqzbzdImmcgi70Imc3x0toXUt\/t396AwMf\/vbfuTFTgJWBD45mgxlgU5m8faRxBVmev7Sh7C8QLQWLEUu2tTyCdmweKJHl2ANAl9rZ98TDGacm1PUZCcoDbLvWW0SStOJ1b6XI8xgM9n0kpcBPe6QOEPLOxEOrz\/S0gC1l8Yr\/EpFE2JZ9kClEV0bD5vGsWe3aHTwNeM1+4GI51VXHxeCZA9yHS+z33xACeTVPHB7XfYYoCOgSnfSP7pLwOiud8KdiYd4y\/rT++2YRo09qnpDHrUOqoBQRtnt+2+QA2Sn919h\/V6kJ\/GdNohsSEzwGspIGyXW+pNUdDPSKzlfqsywBVfm5cQ2UE1gY1rHGLkiVre7I+Uaz\/70vSetyT2ftTBt8aWM44tIWjra+br0Axv7HGST8b0REX0rlY5S+dPwGU6m9cWsR+urgiQ9P0wCiaIjUP+s9\/50ptJiX6vo952G7iu2d8Rz1BgaFgOJyiSbXr6zTN564K4rZIEwrfdST665BvGI\/8qfTJz97shVT26lgJUL+jUn68EnH6Q0bk\/feKCpjzOj3hZDtd9itXvUCVbS6uf4MoHaZvjSCJtrwINvBP5OkXgfzwnL46EDFfxadbjpafKPV3vRthcpUYlx4hwu7slf7LUc1N6kQ3Jy6RfAbWIvXxyzlSNwgii\/ujpIhiHjCJCUYP7F9a6U+t94qSag+jlUmqnZfX81EukIml2SGaOOX8ctZ5XBLz2y6+oRno\/vTJFGEAHmQZ4m1PdOl+2DZQmRcsj3bTNB1h2jR\/W7d9i5C7OKTXgiMiaTcgSqmqxBLzk3hOEHTp35X24fLp12OV3uUB3CPjK6YKGcJRMxoq584Aj75\/pH4INRuXbEqjqrmDIFRPZmoCH\/5STRW69piQW4OUeJ9BP6Xa6T893sohQP00qktqnDyMXsBCgpuEvsjMtqiZ2gjaGnx1f9i+y5JKKrh3Al5Z+Xf\/MaaQk708Wa\/dEHOLQZCmDw2l+gmI0pUj7Oxx98ED1fU12CjYvDodTqOXFHBjnROQu+eDPRf1MKbrZ2yx5uf4msGjfyZXZLt28BpBuixi9NK69ImyYTZIoNTAqFQYtYPG7rWkEDlSUmkYP45MAEIjsJULsGV7ZatNQrkq8NUqzlklCJMPRetjAgi+7OdJl53pQiv6lBwSoAoS0NTdd1MrqDdIoK8vTeKkUzB3yUr2e9HMzDrczXMWvn9a+tF5k15g452Gmaq2YZyaNN47n6TzsQrUz1naue+KRK3eWUPM+4ydXpdz3p77L5\/9y0zn7+YpQ3vugF4chA9dwvMfI+s0OJ1j+zYRMJSKRSE7nMDmwYwPM1hHRFG3vb\/RyqWI\/RiykKqvllD6isC5YE56gXDjicxb\/924qf8M4fB07ITaQ6707+7sqEOr\/jXrGyAh\/ZdMypAk3TqfquKylOJGM3wQ+mdjBnkytiBKFd04uvjuRSYNtEoK89ctwMy7Up5quQ1NXlTm10PRaGCeaV77IV0CcLoGLi1RgkwkmtYcy6K8Q7\/ZFLQ9Ag5zRnhd+SWR9mHbLzEtI1VtJsI7r\/g+YK1UCxjxxctd9QkBheVOWKewPdcfzohuSU8qGPQBACKvuMHc3FB7f1ND0bftdYTWnKpuGJ0Frg3gkfjocnGwKgZtu1pt5w7ubvleLA8qpbhaRUnY5RsHe4ZCslv5olZ5cynpD8hilTMQ3a7dJGtxUWBERf5HqYFBW9WL3pKQ7smO+cdtdFZWynI2SIncEmSoaU9tkU9Jd3WG0IFRBM0vVpNQNhzQ4nQnkOPznxKIbpMUR4n+Gyj30L2Yn0j+zcVkss3AwG2+BdHdWSoWjNh2jJ0cn9RvOXu2NDZh8BXBSkPMiyU+YlusRjC6pxPbQiFvxJV8rmtvFpbuSE0lldpzkJQgZFu\/Bu+DBRnzjmGG\/RVEmdT4sLKTppkeXVRiLmdttctSjwZYG946ki0DTLld1Uuy79s2V\/MGBL1vcS0H1v\/LI1m6lYAVq\/tpkllpXBJ4Vev5dyGEEmbc62RmU5\/DzDtuUhOBkiudN9BIJ+f7K1lcoDZqYNFpMJbu4o3ipsVPC\/UYVWPvAVR8HEBjU0T47U8\/tS2UdGwNBVAkq9c7h0ET8YT\/TnnIHij+SWHBxisSBDKvIPBVVALFXdzTihGO9H5gSmbXmmJMeI+kRmeflIAGAYgWS0ape48Z8vx95Nk5BNckQLyZkUMtF\/BB50Y8fUHTAp7KQ5WCJ\/uCyjXjq0v4TcLGZG34XgDOwafsOpadccgirE2OjcW+df+Z+lfRyT2aobYOB\/RHaE+JqWadqstJjY\/676xmyLVdRoG0zDiCEqdZPfeu3Vc6ChB97\/Ud33hWQOsFbBDVppN4NdWLXuMG5aCpxNtyvri+8bq42sbf7Ka2Ls+lDGB2TFDubXOTaVPbTT1G5DuRwCOHV4JGM0y9oCOF5iqIHZQS\/vJXcENR9IEXC419F9q\/NQoZaj8GoOghM+Mad9kuiOhrs4TSgneo1IvKbTalKtWLcIwWupxC9YoOKlPVh81pIifOg0v5+6SrjIJhC4Y4hjSUzToV8J8ebPou9vJKUnKm50OAwht5bBJBMmMlcDAPOZrg+OPW3kufXeOyqoaIAsp6iQNyS9KBHnpvFSSGIz0b9FlBo\/yVzq0ewEjgtjk9vi1\/5Kpry0ScrltbzN1gHSQlTc8jJ51qPU0xBdMHisJwiSN9phOqVOVgwUq5Ki2NWu+Cw2Uc++XdYZGZr9hxujCG8O4LY3XEHh4WzY1A+Un1Nfr5qHrnaNV4OTZNWJR7Omsfrd1l1GNJ5CUn\/gV9eBsZBHJUSlfJSNxVbrwv3gKK1xIQYXBYhUhFS6PMjF\/lC5u9ubLqqhQLcZjy+Oy774XhxR5JAXJhXaob2M1af6ALnzKtXU94uerqAra2SHAcnlcYg0\/w8OD\/h8JIgUBi\/1oiW5aRGZ6c+5OOFKHQkHdZfqx7jBTPnlaX6EJlpiyPHIINWAHSIAj6eO9rR6Ieyi6BII7BXIZXbeEPEM4lF6hBc6SX7AUQUHmIOH5fJIZ+sOC44MR03Rje5h+ZYaG1NqIpKiPyZLU1x26ACWo4mEzVbKU1OvsdYtQg2kL5Y1X1KO8WYK1sCLNVSVdVBTTmaV+kVClGKZJBNuw198NQDJPMDLu0fllc+pPC0Jli2yrSu4Q6f5NLJP3JyyFuUE9EaPB8FmpAIEv5ponCHMX8uvps0IvC8KfO9JQ7aRz8AUU7eQsZd2Y0M8UBUWqEMq1er4jtYJeiZFNX9SYQaRdhUEjc57BkgwNLH61VRlGaNzSLn1MPc16DD81EeEYlIJGAJYxR9SuuLUFF8g5OuEMSJxMvgjQOT8Wh9zfAIe4BrenIY3LJqne832L49A0Qbv5S3VSqCr1vI4GE3EVI5Bj4w6ULv6ZAIUWbASU2IhvJmgECVLkCBSxQJcWH8S8bPdzVcjvp\/+Ew9\/KptuaaN5gAit6Ij4DVMKDR0o7dV\/3Pnh9Lt+3GrBGtaTytu+aIMsnyb0CYbYORfBc5ESZ4lq6ljDrR6Ucx7jix1IfDWq0sVIRDa6K3gg8nIk71jBJRkoP8A+f1p5io3Q6sO4gTbMsorJVGr1f7IYJG+YN5fjq9o5iI30CCydFyQhIwID3JHnOUOTzHthZVZrOGAZmWzcNwc1diaAZLBPbNCe1roxSwQyGwb6Da9fBlr72hMnNaIUMEsB+PfFQnRPGAdcSdrV\/YSYTAlRh7in7M6CKKBM+1RtSZmdnmKOxJmgyDyuZFplxTpvxdk1PBFFY\/QBsvuvXTAwsBuCBaSyDg4SfVayKnhpPhTy4+1HXHKuGDcLkhDGuhySS8alLAI+88ZN0MjHubtaG17VpJ01O9vjJc+TXFU+NngwemCTilfssingBWrGZ7ejsaLL5VL1YMpC6urUdqeEvmkqfz2NAXD+\/uwfppr1KpJeE8R5lNgx0U5hN5m5LOTN8oqYCq4HLeO3nCm1ZRI4lP1dxu3kL9cD2lObCrYEddxQuOBJO3pJcb5ISs8IC4wPIS\/x8QuWHaCvuaJpPsP6o20rJZPzMhloAh1PAq1JPlfZcOrnkyU8QxQK1ttLhB6nQGCJIPc4qnfMPTOyso5UXdffjWzr2FLMeyqIT+RUX6\/y5IzyCX8UkDeNkZ7aC5e1cx+8lo\/YICfKkmD+b2VbCwuUukE5VMDLrAQiPfI7vsHKKSEeS0fANBz\/Z9CcbPpsuDIi6HBGPFQ1i7fRHqiHyRBikc0WDi\/2itk6ovjcrsn9B4ZWRO+M6KUOYVq2Zqqbxi4yp4T\/p7ivXRhZGPqS0O02EC5CI7SkBwK0Zgg\/FFKRpXP65jDVJvIlpZqU3hh\/0AHXHi2krPOXxN4snCG3kdVMGR8KQgQEuK1bd1rhhkAPxW3ku7r+HciEsKE5GVPihHQVrVLWgCqigo2vD8Yc9oxWy2K8B1UUBMdESUKMju3hWug0zo6sp\/t00\/u9cou1hpXz4Jh6GB\/pauSLT5jA0uv3j1pKOtGHVV9M4DbXiylRPUim4Ah0Nu28zidRkfBijYpNN3EOjBmiPpe01l324K9L1pHZ5xPBpbDgYPaxfKiOdGx7rW4FNH2tHV164\/pTX\/qoE2oaBw6XNyOLmH41s2xN\/4S29Ahq\/kQlBQo0qtlP0H1CETeKwiom++h9Q1s0ZhG73AdjPMiFoRAZbK6TuyF2YZtsdvgwggIRvU\/gfLkeWoBN6Z3ZXf+G4WrmAMdPvArzl+nD1vOOXSIAeyPdCBv\/Kp1i65lh0kCzHJU65nRFvh4Eg0th7AfunsPj0qidKtcGGiKRogZBmUVlWFld10VeB0knYB3k6g0lzbF6oaeAgGFkV8yHdnykMZx6Zwo1WtKASUWG7Fem+7mRJ7Jvsoh\/mAjLDHeRPSAN92Ev1jyh3r4QshYQnmYGKfGKVs7\/JFiUS5veMqL0js+oKfkB7ImMA9Kl8mWofsPyLhLeevFWfNUKxm\/rV5aQ4EmVYf4upPboffuWoDodiWdlexqcRhWutoZJH3m3AuxNtVhyszRi+toNMgvnjJrhUhIfIlQM+HJvAX4o5PafjCqPJyBKLvc64et9Ba+9f\/4LZXWqvpkS3Sl1jyt9nmgptI+qG3foUF0c1N0EtSpbasX78DeEW53ywC32NmMs0CNaKHONdzQ4eADyrxzC+ot6Xi5r9CjFkimhDdyrcv5ZtxANPzMngVY6vhjpJWu3plSteRND5v6a+XGodWltCTYTcXKCslsQynkZ+odjqdWUJ3rY1mCl51\/cJm2No120crJEY4d7cOD2ZqKHx2403WfPxYDLSs5rNlwrSvHlR5f\/21UOlq1\/Ix6zm5KLn1O1vsdpeDlATBgTNVI4yWY+rATWHhPk34muJFWkM70USd13NAjGlvWPtM8HBhr18V\/UOD5toQ6wmyKCtCP0BqHaawt5U8d1Nigf6Jma2RJKZ9hkWrS4MQF8qPN\/J8snaJbDtHQ14JEwyw4qQSdTaU9zvi5cefeA+poA4aXfWAw12XUgHWQ84u7QnH5K6ptUVp2w2RKjQklkBSj6uN0lLSmQkqFhWa\/8CN6skMRVMls5T77opNC7sOb+KrpgIwFt\/d2vHnCXjn8suWirVWqAej63\/haYuhR36n3pELSWdrRFOSM3sjsiPhs+ZitXjfGeAef2tyUPBJZZyIdhso2FKZgTwfPb9aQ69VcXf2CU8\/AUWWZ15eb9BoZ4w3IROnStSmfqFgApRxQmaQDL7aobnm3Ele+8UXsAlC8akYB81L7JkOKhs1mzHd4Q462CSpNyaBjQH6tpdkyXqHNkvGU4ASRSFzWH2kzYtY7Cc33PcTZ26CjHhWiWogwEc8zqV3KU4r3wjleEXGzOEv7s1EIamwYzUyYgn2X2BFTWPpFTtalJnXDbxeEPdzRsWqCTiaWjXNfvumoMtHz4hHn4RbPSMhVA4Mk0dv7CMFn0FKoCgJHgQICSrFYqdhI+qa9VsutjYsxDvKktEmAT+M17HHTd90h9JLuGdgnuZcqFxoJ899DIGGx74u12TrwnPz7ysrNG4Dq0mdCZyXE5a3E9HkOeb8mETAokBGhMqNNl6e+TkEcdMhJXlpiHcV\/6Vd\/vfa7JxyyIk1c\/KK5V6xTexz02v3cw2SMTCyGNOCf\/92Nd0bP625zdFbqaJyICnbZ+6kzCUYLWVcfIzBPnGkZDvTru7peafluRMyM7mXcqpAnf2SC8Xg4LOjHtkdWRUJbHXpVAIRlmORbX8dcu60Rmcs84RfsNgxjRHk5lwmhh3XhkApgsw9vSjdxxZ538VN621WXlxKELYK\/790qcNlFQWad4dUfdBussnfRnF72HkGshzGLihVF9+gnDGXt8B186vZ\/ueGtX2wLU7Dz3+tYuH0b2V2O4bY5KqubYjEwG3HjT2kux9wmz\/WYDQ5m7exO7UumypwuLaRi8LgFRS9Zw\/iCwHyz0dgQQ68g5VswqSG\/GQ6OsjiH2JRDfxbehuhT\/ZR8PUOGZXXxgt8BnX2hAlg==","iv":"eeb950eae33a42636edb0b959f612228","s":"6c1ad5098e8bb805"}
Share your thoughts. Click here