In this episode, Sydney-based luxury consultants Julie Kim and Sophie Seymaux dive deep into the evolving world of brand activations and experiential marketing. From European summer pop-ups to immersive cultural experiences, they explore what’s working, what’s tired, and what’s next for luxury brands looking to make a meaningful impact.

Inside the episode:

* European summer activations: beach clubs, villas, and the “Euro-riviera” effect

* Miu Miu’s Summer Reads – why subtle, lifestyle integrations win

* Pop-ups as commercial testing grounds: Coach’s Tabby takeover

* Post show note: The pop up was equally experiential as it was commercial. Coach did an impressive Tik Tok campaign to drive traffic (we are clearly not the target demographic). This is a great example of how online drives to offline. We just wish they opened up the targeting to us 30-somethings!

* What brand can get wrong: lack of 360 campaigns and missed conversion opportunities

* Nike After Dark and Lacoste in Bali – two examples of community-led vs. buzz-led activations

* Louis Vuitton’s boat boutique in Shanghai – when scale meets spectacle

* Beauty brand Ouai dry cleaner pop-up

* Product-led hype through scarcity strategies

* The Sydney pop-up gap – where brands can make a local impact

* The underwhelming Loewe x Fouquet’s activation — Instagram vs reality

* Why authenticity, audience loyalty, and seamless omni-channel planning matter now more than ever

* Industry hot take of the week: Anna Wintour steps down (sort of) – is it time for new fashion leadership?

Overview of key activations mentioned: @skale_australia

Resources & Mentions:

YSL villa in Marrakech: @sail

Gabrielle “Coco” Chanel’s villa, La Pausa: @wwd

* Miu Miu Summer Reads: @miumiu

Nike After Dark World Tour in Sydney: @bythewhiteline

Lacoste hotel Bali: @neurgasm

The Louis Boat in Shanghai: @indulge.global

Louis Vuitton hoarding in NYC: @dezeen

Ouai dry cleaners pop up in NYC: @theouai

Miu Miu’s Tales and Tellers experience at Art Basel in Paris: @miumiu

Coach Tabby Sydney activation: @elle.aus

Loewe Pop Up Bar at the Fouquet’s New York: @uncovermore

Connect with Us:

* Instagram: @skale_australia

* Linked in: https://www.linkedin.com/company/skale-australia/

* Email us: [email protected]

* Website: www.skaleaustralia.com

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