Brand experience agency: your Maison in town, for a moment you choose

Let's begin with a brief

An activation places your Maison where your clients pass, for a few days or for an evening: a dressed façade, an installation on a square, a salon where guests can hold the piece. As a brand experience agency, Luxury by the Lake produces these moments from feasibility study to strike, in Geneva, Paris, Dubai and wherever your Maison chooses to appear. You design with your studio or your creative direction; we produce. Behind us stand two partners: Pelichet Expositions in Geneva, and a production studio in Paris.

At a glance

What

executive production of brand activations and brand experiences for the Maisons, from feasibility study to wrap-up: installation in town, temporary façade, client and press experience, activation around a fair

We handle

venue, permits, sets and structures, light, sound and video, interactive and automated elements, welcome, security, on-site management

Calendar

Watches and Wonders from 5 to 11 April 2027 in Geneva; the Paris fashion weeks; the outdoor season from November to March in Dubai

Where

Geneva, Paris, Dubai, worldwide

Who

a joint venture of Pelichet Expositions (Geneva) and a Paris-based production studio

Contact

contact@luxebylake.com · 111 avenue Victor Hugo, 75016 Paris · Pelichet Expositions, Route des Jeunes 55, 1212 Grand-Lancy (Geneva)

What we handle

An activation lasts a few days and brings together many trades. We coordinate them under one project lead:

• Lead: project and production management, costing and budget control, decisions at the right moment, coordination of every supplier
• Design and build: sets, structures and furniture, light, sound and video, interactive and automated elements, photography and filming
• Welcome and move: guests, welcome, protocol, transport and storage of pieces and sets, permits, security, insurance

When your studio draws the installation, we build it exactly as drawn and flag anything that needs a decision at the feasibility stage. When you would rather hand over the design as well, art directors, scenographers and set dressers from our network join the team.

A good project comes from people who love their trade, working for the object.

Luxury brand activation: the formats

The activations Maisons call on us for take several shapes:

• The façade or installation in town, on a square, before a monument or in a venue lent for a few days.
• The client and press experience, kept small, where each guest approaches the piece, holds it, meets a craftsman.
• The activation around a fair, during Watches and Wonders in Geneva, with welcome, evenings and press and client set-ups in town.
• The temporary boutique, when the experience extends into selling; our pop up store agency page covers it.

An activation open to everyone follows the rules of large scale events: visitor flow, security, permits. One that closes with a seated dinner belongs on our gala dinner planner page.

Activations in Geneva and Paris

In Geneva, Watches and Wonders week, from 5 to 11 April 2027, brings the Maisons, the trade, the press and, at the weekend, the public to Palexpo and into town. Pelichet Expositions, through its subsidiary ExpoLog Geneva, is the official and exclusive logistics provider of Palexpo. We open the feasibility stage as soon as you know your dates. See our luxury event planner Geneva page.

In Paris, the fashion calendar sets the rhythm of the year, with haute couture in January and July. An activation on the street or on a façade needs the consent of the City of Paris and the Préfecture de police, at least a month ahead. See our event production studio in Paris page.

Brand activation Dubai

A brand activation in Dubai follows the season: from November to March, it can take place outdoors; in July and August, temperatures often pass 40 °C and the experience moves indoors. The Department of Economy and Tourism issues permits for activations according to the format and the venue. The Dubai Design District (d3) and Alserkal Avenue lend themselves to temporary installations, and your pieces and sets travel from Geneva with Pelichet Expositions, with the ATA carnet accepted by Dubai Customs. See our corporate events Dubai page.

Our standards, from brief to debrief

1. Brief: what your Maison wants guests to experience, and at what moment. We listen, then play it back to you in our own words.
2. Feasibility and costing: site visits, technical plan, itemised budget with a CSR section.
3. Preparation and delivery: suppliers, permits, build, rehearsal, on-site management.
4. Wrap-up: budget closed, feedback gathered, archives handed to the Maison.

For a small client experience, a single lead holds project, production and technical, and more of the budget goes to the object and the guest. For an installation in town over several days, a full team works for you: project, creative, production and operations, each with its lead, and one voice for the Maison. Our Luxury by the Lake page introduces the team.

Confidentiality and responsibility

An activation is often prepared in secret until the day the Maison reveals it. We sign a non-disclosure agreement before anyone on our side sees the project, release images of a build only with your written consent, and return or destroy our working documents at the end of the project.

We apply the principles of ISO 20121 from the design stage: we hire rather than build where the project allows and store sets designed for several lives with Pelichet Expositions; on site, LED lighting runs on the venue's grid power in place of generators. Each activation closes with a CSR report built on your Maison's indicators.

Frequently asked questions

How far ahead should we plan an activation?

It depends on the venue, the permits and the build. An installation on the street in Paris needs an application at least a month ahead, and a set made in a workshop takes longer than a hired one. We fix the schedule at the feasibility stage.

Can you produce an activation during Watches and Wonders?

Yes. During the week of the fair, we produce welcome, evenings and press and client set-ups in town, with the support of Pelichet Expositions, whose subsidiary ExpoLog Geneva is the official and exclusive logistics provider of Palexpo.

Who handles permits?

We prepare the applications with you and follow them through: the City of Paris and the Préfecture de police in Paris, the Department of Economy and Tourism in Dubai, the city authorities elsewhere.

Will you build our studio's drawings as they are?

Yes, exactly as drawn. At the feasibility stage we flag anything that calls for a technical or budget decision, and the decision stays with your Maison.

Can an activation travel from city to city?

Yes, when the set is designed for several lives. It returns to Pelichet Expositions in Geneva between stops, and we adapt the technical plan to each venue, with the same team and the same point of contact.

What does an activation budget cover?

Each line on its own: venue, permits, set, technical, welcome, security, transport, with a CSR section. You choose where to spend, and we show you the effect of each change on the total before you decide.