yves saint laurent ysl product launch event case

Yves Saint Laurent unveils new men's fragrance at Jaarbeurs Supernova convention center

Completely dressed in black, 200 perfumery owners gathered at Royal Jaarbeurs's convention center Supernova. They were invited to immerse themselves in the world of MYSLF; Yves Saint Laurent's new refillable perfume. Jannick Warnier, Project Manager at UC Belgium beams as he talks about the luxurious event: 'The Supernova convention center and the theme of the event fitted together seamlessly.'

Nothing is so closely linked to emotion and personal expression as perfume. But, no matter how detailed your description is, nothing trumps the perfect experience. And that is something full service agency UC Belgium knows like no other. Therefore, the demands for the product launch event of Yves Saint Laurent's new men's fragrance were very clear: create the ultimate, immersive, experience, down to the smallest details.

Experience for all the senses

Jannick Warnier, Project Manager UC Belgium tells us: "Creating the perfect, immersive, experience was really the most important thing for us. This event was organized for perfumery owners in the Netherlands, to introduce the basis of the new perfume and explain how it was developed. To do thins, we created different 'experience zones'. We had an 'ingredients corner', where we exhibited the main ingredients of the perfume. And a 'refillability booth', where we showed how to refill the perfume.. There was a photobooth where visitors could take pictures, with both the bottle as well as with and Austin Butler, the face of MYSLF. The guests were truly immersed in the MYSLF world!' 

yves saint laurent ysl product launch event case

All assets in hand

The launch event was organized three times in the Netherlands and Belgium, so the organizers had to find three event venues. An important factor was the possibility to connect to the 'Mirror' theme of the evening, which symbolized self-expression. Jannick: 'This worked out particularly well at the Jaarbeurs Supernova convention center. After all, the venue literally has mirrors hanging from the ceiling.' Other factors to consider were good accessibility and parking. Jannick: 'Royal Jaarbeurs is located next to the main train station, there are plenty of parking spaces and the route is clearly marked from the highway. In addition, the conference room looks very nice and unique, and is equipped with perfect sound and a large presentation screen. Those are the ideal assets of Royal Jaarbeurs.' 

All in the details

Jannick is still glad they chose Royal Jaarbeurs for their first launch event. Not only did convention center Supernova lend itself perfectly for this luxurious event, but the helpfulness and friendliness of the team also scored high points. 'Of course these are things that every event venue tries to convey, but honestly, not everyone succeeds. A friendly person who truly helps out and is proactive is really pleasant to work with. In terms of catering, Jaarbeurs also was very proactive. For example, during the build-up of the event, the team noticed that all the decoration was black. Except for the plates on which the food was served. So,at the last minute they changed all the white plates to black, to make sure that everything was aligned with the black theme.  

yves saint laurent ysl product launch event case

Thinking ahead and switching quickly

When asked what else he considers an important feature of an event venue, he mentions flexibility. "Fairly last minute, we had decided to add a light-show with smoke. Fleur, our account mananager at Jaarbeurs, jumped in to make sure the concept and requirements was clear and instructed the audiovisual partner on exactly what was needed. Everything we asked for was there, even though it was not initially included in the initial request. Jaarbeurs was very flexible in quickly and correctly handling this extra request.' It was Jannick's first time organizing an event at Royal Jaarbeurs. And based on the past event, this won't be the last: 'We also organize a lot of trade shows in the Netherlands, so I already informed about the possibilities for these events at Jaarbeurs. As far as we are concerned, we will definitely work together more often!' 

yves saint laurent ysl product launch event case
Fleur van den Berg

Interested in organising your event at Royal Jaarbeurs?

Account manager Fleur

I would love to help you! Together we can organize a fantastic event that your guests will be talking about for a long time. Please contact me using the details below. Or visit our venue and experience the many possibilities of our congress venues for yourself.

events@jaarbeurs.nl | +31(0)30 295 58 81

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