Ladurée Tearoom
at Harrods

New Brand Launches
Founded in Paris in 1862, Ladurée is considered the world’s most famous tea room. When it decided to launch in London, it chose the world’s most famous department store to set-up shop.

The Brief
To launch the first Ladurée tearoom outside Paris as part of Harrods new late night shopping concept:
• Generate buzz and awareness around Ladurée and connect with established Ladurée fan base
• Drive sales and customers in store
• Deliver feature coverage and product placement for Ladurée and its famous macaroons

The Solution
• Create a dedicated media relations campaign targeting a broad sector of media
• Organise and execute high-profile launch party
• Introduce journalists to the Ladurée experience through one-on-one tours and tea sittings
• Leverage stunning Ladurée interior to secure broader media interest, including hosting a fashion shoot and utilising the backdrop for celebrity interviews