From 15 June to 9 September, Swiss luxury skincare house La Prairie is taking over two of the premier rooms at Gurney’s Montauk Resort & Seawater Spa to create a dedicated La Prairie Treatment Suite. The menu runs from a personalised Out East Glow facial to a White Caviar “glass skin” treatment with cryotherapy and — new this year — full-body massages and exfoliations built around the brand’s own products. Guests book the brand, not just the spa.
What stands out is the move from product to place. Rather than sitting on a shelf, the brand becomes somewhere you travel to and spend an afternoon inside — a room, a ritual, a season by the ocean. The cream becomes the souvenir of the experience, not the other way around. As attention gets harder to buy, brands are turning themselves into destinations people choose to visit, where the product is felt before it is sold.
So…:
How could you turn your product into a place or experience customers travel to, not just buy?
Source: luxurydaily.com
Picture: A.-K. D. / Wikimedia Commons (CC0)