AREA collaborates with Ralph Lauren to give life to their first private suite in a global level.

Events and Brand Experiences

After more than 15 years of collaboration, Ralph Lauren entrusted AREA to launch its first private sales suite worldwide —an exclusive experience designed to showcase its most refined lines: RL Home, Purple Label, Ralph Lauren Collection, high jewelry, watches, and bespoke tailoring, in an intimate and highly personalized setting.

For two weeks, we transformed an apartment into a space true to the brand’s aesthetic universe, where 130 clients enjoyed an immersive experience through 60 private appointments. Every detail was carefully curated: from the ambiance and chauffeur service to calligraphed invitations, catering inspired by Ralph’s Coffee, and personalized gifts for each guest.

We coordinated the human and strategic team behind this activation —models, stylists, tailors, personal shoppers— achieving not only an elevated brand perception but also enriching Ralph Lauren’s database with new high-value clients.

Designing a unique experience.

Over a period of two weeks, a carefully selected apartment was completely transformed to become a faithful reflection of Ralph Lauren's aesthetic universe. In this intimate, elegant, and meticulously decorated space, 60 personalized appointments were held, during which 130 clients experienced total immersion in the brand's narrative, luxury, and craftsmanship.

AREA oversaw every detail with near-artisanal precision. We designed an experience in which every touchpoint elevated the standard of sophistication—from catering inspired by the most iconic recipes of Ralph’s Coffee, to a personalized welcome where each guest’s favorite drink was prepared exactly to their liking.

We coordinated a door-to-door chauffeur service, sent handwritten calligraphed invitations accompanied by hydrangea bouquets, and a week later, each attendee received a personalized gift with a handwritten thank-you note. A meticulous strategy designed to enrich the brand’s CRM and ensure a flawless user experience.

The essence of the project also lay in the people. From AREA, we selected and coordinated the team that made the experience possible: models, stylists, tailors, makeup artists, hosts, and logistics personnel—all aligned with the level of excellence that defines Ralph Lauren.

We also activated a carefully curated network of strategic profiles to guarantee the attendance of high-value clients, and developed a specific plan to involve some of the country’s most influential personal shoppers. Their participation helped identify profiles highly aligned with the brand’s most exclusive lines, fostering new sales opportunities and contributing to the growth of a more enriched customer database.

We arranged a door-to-door chauffeur service, sent calligraphed invitations accompanied by bouquets of hydrangeas, and a week later, each attendee received a personalised gift with a handwritten thank you note. A meticulous strategy designed to nurture the brand's CRM and ensure the user experience.

The essence of the project was also in the people. AREA selected and coordinated the team that made the experience possible: models, stylists, tailors, make-up artists, hostesses and logistics staff, all aligned with the level of excellence that characterises Ralph Lauren.

In addition, we activated a carefully selected network of strategic profiles that guaranteed the attendance of high-value clients, while we developed a specific strategy to involve some of the most influential personal shoppers in the country, who helped to identify profiles highly attuned to the brand's most exclusive lines, favouring new sales opportunities and contributing to enriching the client database.