P&C Global Practices: Corporate Performance, Organization & Human Capital, Strategy & Innovation
Landmark Activation Showcases Power of Cross-Industry Synergy
Two of France’s most storied brands—one a global airline synonymous with French art de vivre, the other a historic Parisian department store renowned for its influence in fashion and culture—joined forces in a rare and ambitious cross-brand activation. The goal was deceptively simple: celebrate a milestone anniversary for the airline while reigniting its emotional resonance with the public after the turbulence of the pandemic years.
But this was never going to be a traditional retrospective. Under the strategic guidance of P&C Global, this moment became an immersive, multidimensional experience that celebrated legacy while boldly reasserting cultural leadership. With global visibility, commercial momentum, and brand sentiment on the line, P&C Global partnered with both organizations to transform their shared vision into a campaign that delivered far more than buzz. It delivered long-term value.
A Moment of Opportunity—and Risk
The campaign was born of a unique intersection: an iconic airline celebrating 90 years of service and a luxury department store intent on reinforcing its flagship location as a cultural destination, not just a retail space. Both brands were eager to reintroduce themselves to global audiences, not merely through advertising, but by creating an experience that could be seen, felt, and remembered.
For the airline, the milestone provided a platform to revisit its legacy of elegance, design, innovation, and hospitality—hallmarks that had defined its identity but risked fading following pandemic-era disruption. For the retailer, the partnership offered a chance to assert its role as a curator of culture and French excellence, further embedding itself in the nation’s identity. The activation was strategically designed to drive foot traffic and media buzz, drawing both locals and international tourists eager to witness the spectacle of couture displays and immersive storytelling. It reinforced the store’s position as the “temple of fashion” in Paris—not merely a place to shop, but a cultural landmark where French lifestyle and creativity are brought to life.
Yet, with both brands deeply rooted in tradition, the challenge was to design an activation that honored the past and pushed creative boundaries without compromising authenticity. P&C Global was engaged to lead the strategy, creative conception, and operational execution from end to end.
A Stage Set for Storytelling
From the outset, the vision was clear: to create a living, breathing exhibition that would not only showcase the airline’s nine-decade journey but invite the public into it. P&C Global conceptualized a full-scale takeover of the department store’s most valuable real estate—twelve street-facing display windows that historically showcased the world’s premier fashion houses. For two weeks, those windows became a museum of aviation elegance, centered around the theme “90 Years of Elegance.”
At the center of the exhibit were five haute couture gowns created by Xavier Ronze, one of France’s most celebrated costume designers, each inspired by a defining pillar of the airline’s heritage: aircraft and technology, uniforms and fashion, poster art and destination travel, fine dining and tableware, and design and architecture. Constructed using actual historic materials and contemporary pieces from the airline, these connected history and modernity in a striking visual metaphor. They were flanked by hundreds of original artifacts, including model aircraft, archival route maps, and decades of elegant flight attendant uniforms created by the likes of Dior, Balenciaga, and Lacroix.
But the story didn’t stop at the glass. Inside the store, P&C Global worked with the luxury retailer to transform its flagship location into an immersive brand universe. Guests were invited to walk through an aviation-inspired timeline featuring virtual reality cockpit experiences, trivia stations, interactive photo booths, and a retrospective uniform runway fashion show that played out across the main atrium.
What could have easily been a static exhibit became a dynamic, theatrical experience. And at every touchpoint, P&C Global ensured brand alignment, emotional resonance, and commercial relevance.
Commercial Strategy Meets Cultural Diplomacy
The activation wasn’t just designed to captivate. It was built to convert. P&C Global helped curate and launch exclusive retail opportunities that turned brand engagement into commerce. Across two upper floors of the department store, limited-edition boutiques offered co-branded memorabilia and collectible merchandise—from vintage-style flight bags and travel posters to scented candles, silk scarves, and a specially commissioned perfume by Fragonard. Each item was co-created with renowned French artisans and designers, reinforcing the luxury positioning of both brands while offering tangible ways for visitors to take home a piece of the experience.
This retail strategy extended the activation’s impact beyond the event itself. Every souvenir became a secondary brand ambassador, serving as a lasting reminder of the experience and reinforcing emotional connection with the airline and the retailer.
Just as importantly, the activation sent a message far beyond its physical footprint. Through a dedicated microsite and global media coordination, P&C Global ensured that international audiences—from Tokyo to Toronto—could engage with the event virtually. Millions explored the exhibit online, with content disseminated through the immersive website, luxury lifestyle press, and strategic social campaigns using the event’s signature hashtag.
Measurable Impact, Enduring Value
The results were immediate and significant. On opening night alone, hundreds of journalists and VIPs from across the world converged on the store for a red-carpet preview that generated widespread international coverage. Social engagement for both brands hit record highs, and the campaign’s digital footprint extended into key markets in the U.S., Europe, Africa, and Asia—reaching not only loyal customers but entirely new demographics intrigued by the fusion of heritage and high fashion.
Footfall at the store surged throughout the activation, with dwell times increasing as visitors lingered to experience the installations, attend live shows, or browse the exclusive merchandise. This incremental traffic converted into elevated in-store sales, demonstrating that experiential marketing, when executed strategically, can deliver both cultural relevance and commercial return.
Perhaps most critically, the activation resonated deeply on an emotional level. Social sentiment analysis revealed themes of nostalgia, pride, and excitement. Long-time customers shared memories of past journeys; younger audiences, drawn in by the fashion elements, discovered a new appreciation for the airline’s legacy. Internally, the campaign was also a powerful morale boost: more than 40,000 employees across the airline engaged with the campaign content and messaging, reinforcing brand alignment from the inside out. These results reflect P&C Global’s approach to corporate performance consulting for travel and hospitality, where audience engagement strategies are directly tied to measurable commercial impact.
A Blueprint for Future Collaboration
In many ways, the activation marked the beginning of a new chapter for both brands. The overwhelming success of the initial collaboration paved the way for subsequent joint ventures, including a pop-up gastronomic experience launched on the department store’s rooftop. Styled after the airline’s premium cabin lounge and featuring a rotating lineup of Michelin-starred chefs, the experience blurred the lines between hospitality, aviation, and culinary artistry. Once again, P&C Global provided end-to-end strategic and operational guidance—demonstrating how experiential partnerships can evolve into lasting platforms for brand innovation.
Today, both brands continue to explore further cross-collaboration opportunities, ranging from fashion capsules to digital storytelling initiatives—all guided by the belief that meaningful partnerships can deepen customer relationships and drive innovation.
Reimagining Brand Legacy Through Experience
This activation stands as a hallmark example of P&C Global’s ability to craft cultural, commercial, and strategic value through cross-industry collaboration. Our role was not simply that of an advisor—we were co-architects of a shared vision, ensuring that every visual, message, and engagement point aligned with long-term brand equity goals.
We helped two legacy brands speak a new language—one rooted in history, expressed through experience, and amplified for the future.
In doing so, we demonstrated that when experiential storytelling is executed with precision and purpose, it becomes far more than a marketing initiative. It becomes a movement—one that can reignite a brand, inspire a generation, and set the stage for what comes next.
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