Innovative Brand Activation: A Rooftop Journey in Experiential Luxury

P&C Global developed and delivered a comprehensive strategy to realize a singular concept: bringing the premium in-flight dining experience to life—on the ground, in an extraordinary setting. This approach exemplified our experiential brand strategy for travel and hospitality, fusing brand storytelling with immersive consumer engagement. Located on the 8th-floor rooftop of the retail partner’s flagship location, the pop-up restaurant recreated the airline’s First- and Business-Class experience in exquisite detail. Every element was curated to reflect the airline’s visual identity and service rituals, from the signature tricolor design palette and bespoke seating arrangements to the playlist, scent, and branded service ware. Guests were welcomed into a serene VIP lounge-style space that merged travel and retail, offering panoramic views from the Eiffel Tower to Montmartre, all while enjoying Michelin-level cuisine. Transforming this rooftop into “the airline at altitude” was key to the activation’s magic. Diners essentially swapped an aircraft window seat for an open-air, 360° panorama of Paris, from the Eiffel Tower to Montmartre to Sacré-Cœur, blending the luxury of flight with the romance of the city skyline. Michelin-starred Chef Régis Marcon crafted a series of savory dishes reflecting the airline’s onboard Business Class menus, including signatures such as Camargue rice trio with lemon-carrot-orange sauce, chicken with morel mushrooms and pilaf rice, and vegetarian delicacies with seasonal produce. The menu structure followed a classic French airline meal progression, including an appetizer, starter, main course, cheese, and dessert. Chef Nina Métayer, recognized as one of the World’s Best Pastry Chefs, designed desserts that mirrored its First-Class offerings, such as a crunchy hazelnut and caramel delight and tatin-style crunch apple creation. All meals, priced at €93, were served on the airline’s own porcelain trays by staff dressed in crew-inspired uniforms. Boarding-pass style reservation confirmations, hot towels, branded menu cards, and lounge-style service choreography such as wine-pouring techniques heightened the immersive feel. The ambiance was meticulously executed: ergonomic seating and elegant tableware echoed the airline’s premium cabins, while sun loungers on the terrace offered guests a chance to unwind like they would in a first-class lounge. Music and lighting mimicked the inflight experience, and vintage travel posters, amenity kit displays, and tastefully placed logos added authentic touches. The rooftop’s accessibility, available to the public via reservation, combined with its exclusivity (20 covers per service, two services daily), created a sense of privilege and excitement. From concept to execution, P&C Global’s Strategy & Innovation, Corporate Performance, and Organization & Human Capital teams managed every dimension: creative direction, operational logistics, chef and vendor coordination, media messaging, digital booking platforms, and real-time performance tracking. Embracing the concept of travel without traveling, the activation transformed the rooftop into a first-class sky lounge—an immersive brand experience that brought the sensation of flight to life against the backdrop of the Paris skyline. The goal was not just to showcase excellence but to craft an event that would feel iconic—worthy of consumer memory, influencer virality, and executive benchmarking.