Roger Vivier celebrates his first anniversary in Spain

Communications and PR
Events and Brand Experiences

The relationship between AREA and Roger Vivier began in 2006, consolidating the agency's collaboration with the Tod's Group and integrating the iconic Parisian brand into its portfolio.

From the outset, AREA designed and executed a communications strategy with a clear objective: to present to the Spanish market the history of innovation, sophistication, and avant-garde of the house of Monsieur Vivier, known as the Fabergé of shoes.

Twelve years later, in 2018, the brand achieved a key milestone with the opening of its first store in El Corte Inglés on Castellana Street, Madrid. To commemorate its first anniversary, AREA designed an activation strategy that celebrated this moment with the presence of two key figures from the house: Gherardo Felloni, creative director of Roger Vivier, and Inès de la Fressange, brand ambassador.

The event was divided into two parts. During the day, press conferences were held in which brand representatives participated in interviews and photo shoots with leading fashion media outlets, reinforcing the brand's storytelling in the market. In the evening, AREA brought the Hotel Vivier concept to Madrid, recreating the essence of the house in an exclusive event in the halls of the Fernando de Castro Foundation.

The Spring-Summer 2019 collection was integrated into the space's decor, creating an immersive atmosphere that captivated guests.

Celebrities such as Rossy de Palma, Raquel Sánchez Silva, Boris Izaguirre, Carmen Jordá, Bibiana Fernández, and Andrea Pascual shared a sophisticated evening, where the culinary experience was led by Michelin-starred chef Dani García.

Dinner, set on an imperial table, combined a dramatic setting with candles, flowers, and fruit. As a final touch, artist Julia de Castro performed a musical performance accompanied by a cello, closing the evening on a high note.

The following day, AREA hosted an exclusive event at the brand's corner in El Corte Inglés, during which customers and fans of the brand were able to meet Gherardo Felloni and Ines de la Fressange in person at a cocktail party where they were also able to discover the new collection.