{"id":1629,"date":"2019-01-30T16:52:00","date_gmt":"2019-01-30T16:52:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/mansion-events\/"},"modified":"2026-05-26T15:49:23","modified_gmt":"2026-05-26T15:49:23","slug":"mansion-events","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/mansion-events\/","title":{"rendered":"Mansion Events: Luxury Brands Bring Their Experience Home"},"content":{"rendered":"

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Most luxury brands, and the activations they produce, are designed to elicit an air of exclusivity. Event attendees are meant to feel as if they\u2019ve been selected to participate in an experience of which others can only dream. So when choosing a venue for these extravagant affairs, it\u2019s only natural that companies in the luxury sector as well as those striving to position their brands as such are turning to mansion events to maintain that elite vibe. <\/p>\n

From posh townhouses to historic estates, lavish environments are giving brands a chance to set themselves apart and drive [well\u2026home<\/em>] messages about their premium products and services. Following is a review of the top brands making the most of this experiential trend.<\/p>\n

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Bremont<\/h4>\n

Luxury watch brand, Bremont, leverages a five-floortownhouse in lower Manhattan<\/a> to showcase its 2018 novelty collections. It\u2019s a perfect, befitting environment for a high-end gala for dealers, influencers and press. The experience is dotted with futuristic watch displays as authorized dealers select and pre-order products. Bremont creates a festive, springtime ambience throughout the property. <\/p>\n

In the pool, guests play with radio-controlled battleships floating amongst pool toys designed to mimic the brand\u2019s watch dials. In the main living area, \u201cTested Beyond Endurance\u201d messaging is found on an antique card catalog cabinet. Guests have a choice of refreshments at three liquor-specific bars each located on a different floor. Mansion events like this one assure the only watches guests will be checking will be those they want to buy.<\/p>\n

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Cartier<\/h4>\n

Although it\u2019s named \u201cPrecious Garage,\u201d make no mistake, Cartier\u2019s Fifth Avenue Mansion, New York Fashion Week experience design is just as luxurious as the lifestyles of the consumers it attracts. Showing off the latest additions to its Juste un Clou and \u00c9crou de Cartier jewelry collections, Cartier transforms its Manhattan-based brand home into a modern-day garage of sorts\u2014only this one is dripping in gold.<\/p>\n

A full-size, gold wire-framed vehicle installation, walls decorated with black- and gold-painted car parts, and, a black oil can spilling gold \u201coil\u201d set the scene. Appetizers were served on lavish beds of nails, nuts and bolts, underscoring the inspiration behind Cartier\u2019s newest pieces. The experience attracts a roster of Fashion Week icons, stages a live music performance and caters decadent chocolate treats shaped like garage tools. Talk about the \u201cMidas touch.\u201d<\/p>\n

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Lanc\u00f4me<\/h4>\n

Lanc\u00f4me, a pioneer of the mansion events trend, leverages the format to showcase its luxury products and heritage. The\u201cMaison Lanc\u00f4me\u201d<\/a> experience, staged at a modern, six-story townhouse in Manhattan, features the brand\u2019s latest color, skincare and fragrance line. The entrance features an installation of 3,600 roses that welcome beauty editors and influencers. Guests enjoy meticulously curated product displays punctuated by neon lighting and high-end props, Instagram-friendly installations, and, a rooftop market serving French-inspired small bites with honey dripping from actual honeycombs.<\/p>\n

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Absolut<\/h4>\n

Absolut\u2019s luxury expression, Elyx, is all about indulgence. it\u2019s fitting the brand employs a number of mansion events to market the concept. its Summer Soiree event highlights the brand\u2019s partnership with fashion designer, Julia Clancey. Absolut hosts a Gatsby-esque affair inside its Los Angeles-based brand home, an opulent mansion owned by its CEO, Jonas Tahlin.<\/p>\n

The exclusive preview event touts the Elyx Boutique, an online store featuring branded lifestyle items. The introduction to Clancey\u2019s collection is an extravagant affair. In themed rooms throughout the mansion, guests mingle with models donning the designer\u2019s newest pieces and holding Elyx copper drinking vessels as well as limited-edition gift items from the Elyx Boutique. After meandering through the collection, guests are invited to an outdoor dance party featuring a DJ and custom cocktails.<\/p>\n

The benefits of hosting mansion events are clear\u2014to underscore the quality of products and add exclusivity to the brands that market them. Smartly designed experiences in these stunning estates create surprise and delight that amp up brand love.<\/p>\n

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<\/p>\n","protected":false},"excerpt":{"rendered":"

Most luxury brands, and the activations they produce, are designed to elicit an air of exclusivity. Event attendees are meant to feel as if they\u2019ve been selected to participate in an experience of which others can only dream. 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