The Dust team drew on its rich luxury lifestyle network to create and deliver two very different event concepts that celebrated Belstaff’s 90th anniversary. With the aim to attract high net worth individuals, tastemakers and industry influencers, whose lifestyle interests aligned with the strong heritage of the brand, the events provided a meaningful way for Belstaff to engage with potential new clients.
The first event took place at Belstaff’s Bond Street flagship store and, in collaboration with leading London wine concierge Wine Chap, Dust delivered an intimate vintage wine and spirit tasting experience built as a narrative of key milestones, such as a 1964 Port to reference Steve McQueen wearing Belstaff in the Great Escape. A brand partnership with esteemed auction house, Bonhams, was established by Dust and resulted in the loan of rare barn find classic motorcycles for display at the event. This motorcycle theme and loan of the bikes was carried through to the second event, for which Dust secured over three hundred influential guests from within the custom motorcycle, luxury lifestyle and fashion arenas.
Events + Activations
Public + Media Relations
The calibre of guests in attendance at both events was outstanding and included a Michelin star chef, high flying business people, landed gentry, entrepreneurs, actors and motor aficionados. The unique event concepts were effective in providing an engaging platform to introduce potential clients to Belstaff, with sales on the night covered the marketing spend. Further to this, Dust’s recommended bounce back retail offer encouraged repeat store visits from party guests that further cemented their interactions with the brand and drove further sales.