Swarovski Crystal Bar & Lounge

CRYSTAL BAR & LOUNGE LXFM 740: Visual Narrative for Consumer Engagement

By Madison Ottenbacher Fall 2018 Professor Oscar Betancur Published Online Link: https://indd.adobe.com/view/100b9d48-7be4-49a3-80a7-f0f316d7d9f0

TABLE OF CONTENTS VISION STATEMENT INSPIRATION BRAND ANALYSIS TARGET MARKET MARKETING STRATEGY LOCATION ANALYSIS MENU THE SPACE THE APP

THE BIG IDEA

VISION STATEMENT The Swarovski Crystal Bar & Lounge is a luxurious space for guests to come grab a drink, enjoy themselves and soak in the breathtaking views of the snow-capped mountains.

INSPIRATION

INSPIRATION

BRAND ANALYSIS Swarovski was founded in 1895 in Wattens, Austria. Today, the company has over 2,000 stores worldwide and is present in 170 countries. Its largest markets are the United States, France and China. Swarovski’s product categories include: jewelry, watches, accessories, decorations, and glassware.

Swarovski has made it a priority to to find new and influential ways to engage with the millennial consumer. In the last year, the brand has expanded into new product categories, such as “remix” charms, that is tailored to the millennial audience, who are expected to account for 45 percent of the luxury market by 2025. Swarovski has also started other intiatives such as crystal pop up shops to incorporate unique experiences into their market strategy and reach the growing buying power of the millennial market.

TARGET MARKET

TARGET MARKET OVERVIEW Affluent Educated Values Experiences Loves to Travel Enjoys Winter Sports

Louise Boucher, 23 Geography: Paris, France Education: B.A. in Fashion Design from the London College of Fashion Occupation: Fashion Designer Income: $130,000 a year, but comes from money and has financial backing from wealthy parents Interests: Enjoys skiing, reading, attending the theater, shopping and spending time with friends Media: Subscribes to CondĂŠ Nast Traveler, reads Business of Fashion, watches the BBC Network, and is active on Twitter and Instagram

HARRY SMITH, 34 Geography: London, England Education: M.B.A. from Kingston University London Occupation: Business Consultant Income: $500,000 a year Interests: Enjoys snowboarding, going to the movies with friends, attending concerts, and traveling Media: Subscribes to The Guardian, active on social media, and watches the BBC network

Natalia Petrov, 49 Geography: St. Petersburg, Russia Education: Vaganova Ballet Academy Occupation: Former ballerina Income: Married to a millionaire Interests: Enjoys skiing and ice skating, loves traveling around the world, attends charity events frequently, and spends free time with family Media: Reads Vogue Russia, reads the St. Petersburg Times, and is active on Twitter

MARKETING STRATEGY By engaging with the customer in a new way, Swarovski will excite the customer about the brand and increase sales in other product categories. Through the seasonal bar’s luxurious atmosphere, personalized services, upscale location, and elite clientele, Swarovski will build brand equity.

MARKETING MESSAGE Swarovski brings a bit of sparkle to every occasion. The brand is elegant, glamorous, and its exceptional products make every moment a celebration.

LOCATION ANALYSIS The Swarovski Crystal Bar & Lounge will be open during the winter from November through February. The seasonal bar will change locations once a year and be located at a new luxury ski resort every winter season. By residing at a different luxury ski resort every holiday season, Swarovski will engage with a new customer base and continually excite the consumer.

The first seasonal bar will be in the renowned ski resort Courchevel, which is known as the winter home of glamour, caviar and excess.

Courchevel is located in Trois ValleĂŠs, France, which is the largest ski area in the world. Within the resort, the seasonal bar will reside in Courchevel 1850, which is known as the most elite section of the resort. Swarovski chose Courchevel as its first seasonal bar destination because of its opportunity for exposure within an elite clientele base, its luxurious atmosphere and its iconic reputation within the ski industry.

The Swarovski Crystal Bar & Lounge will be located at 58 Rue Park City 73120 Saint-Bon-Tarentaise, France.

LOCATION ANALYSIS

Swarovski Bar

Courchevel Ski Resort Trois Valleés, France

58 Rue Park City 73120 Saint-Bon-Tarentaise France

Courchevel 1850 French Alps

MENU FRONT

BACK WINES RED 2015, Italy, Calabria, Casa Comerci, “Rosina” Magliocco Canino

CRYSTAL BAR & LOUNGE

2015, Italy, Piedmont, Nebbiolo D’Alba, Bruno Giacosa Nebbiolo

COCKTAILS

2015, France, Côtes du Jura, Jura, Jean-Luc Mouillard Trousseau

FROST BLUSH Montelliana Prosecco | Cocchi Rosa | Cranberry

2016, Slovenia, Posavje, Vina Kobal Blaufrankisch

24 Karat Cinnamon-infused Vodka Apple Cider | Vanilla SILVER BELLS Vodka | St. Germain | Dolin Blanc POINTSETTA Vodka | Galliano | Winter Spice | Oakencroft Chambourcin ROSEMERRY Sunset Hills Gin | Domain de Canton| Rosemary Grenadine BITTER WINTER Art in the Age Root | Kraken Rum | Cocchi Americano| Oakencroft Seyval

2009, Spain, Rioja, La Rioja Alta“Viña Arana” Reserva Tempranillo, Mazuelo 2015, France, Bordeaux, Arbalest Merlot, Cabernet Sauvignon, Petit Verdot 2016, France, Bourgogne, Frederic Esmonin “Les Genevrieres” Pinot Noir 2011, France, Loire Valley, Chinon, Olga Raffault “Les Picasses” Cabernet Franc 2016, USA, California, Ballard Canyon Stolpman Vineyards Syrah WHITE 2013, France, Burgundy, Mâcon Fuissè, Vincent Girardin “Les Vieilles Vignes” Chardonnay

BLACK DIAMOND Bourbon | Cocchi de Torino | Hickory Syrup | Black Walnut Bitters

2016, Italy, Friuli-Venezia, Collio, Marco Felluga “Russiz Superiore” Sauvignon Blanc

CRYSTAL Bourbon | Amaretto | Ramazzotti

2015, Austria, Niederösterreich, Wagram, Weingut Bernhard Ott“Am Berg” Grüner Veltliner

WHITE CHRISTMAS Milk | Maple Syrup | Egg Yolk | Vanilla Extract | Brandy | Nutmet

2017, France, Champagne, Chablis, Krug Champagne

BRONZE FIRE Whiskey | Simply Syrup | Angostura Bitters | Orange Slice

2013, France, Loire Valley, Muscadet SEM, ChéreauCarré“Le Clos du Château l’Oiselinière” Melon de Bourgogne 2010, Germany, Mosel, Graacher Himmelreich, Joh. Jos. Prüm Spätlese Riesling

THE SPACE

FLOOR PLAN

BIRD’S EYE VIEW

ENTRANCE

ENTRANCE

LOUNGE AREA

LOUNGE AREA

ENTERTAINMENT AREA

ENTERTAINMENT AREA

LOUNGE AREA

BAR

BAR

LOUNGE AREA

LOUNGE AREA

ENTRANCE TO BATHROOMS

VIP ROOM

VIP ROOM

THE APP

THE APP Through the app, customers can make reservations, book mixology lessons, browse product, and purchase an item that they see in the Swarovski Crystal Bar & Lounge through smart recognition.

APP DESIGN

OMNICHANNEL STRATEGY

INSTAGRAM

CONDÉ NAST TRAVELER

MAILER FRONT

BACK

The Swarovski Crystal Bar & Lounge is the perfect place to come grab a drink, enjoy yourself, and soak in the breathtaking views of the snow-capped mountains.

Reserve your table, book a private mixology lesson or purchase product through the App today.

LOCATED INSIDE RESORT HOTELS WITH THE CONCIERGE

THANK YOU