Âme Jewelry Brand Launch Event
CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / VIP PROGRAMMING
With a focus on ethically-concious diamonds, Ame aims to shake up the fine jewelry industry. In partnership with Publicis worldwide, the brand tasked Track to assist in the development of a launch strategy. The focal point of this strategy was the execution of two concurrent launch events, each intended to create maximum impact around their lab-grown luxury product.
Working hand in hand with Âme’s founder Alex Popov and designer Elinor Avni, Track developed activations that communicate the brand’s ethos in an elevated way. The first was a VIP event with a celebrity guest list, solidifying the Âme’s relevance and laying the groundwork for interest among a wider audience. The second, a consumer-facing pop-up, made creative use of an unrenovated space within an upscale shopping district to put the ethical nature of the brand on display in it’s best light.