LVMH x Gleneagles

Executive Producer
Prestige Partner Luxury Brand Immersion

Scope
Luxury Brand Immersion Design
Stakeholder Engagement and Briefing (LVMH, Glenmorangie, Prestige Partners and Private Clients)
Production Design

Experience Production
Partner Engagement


The Brief:
Design a high-touch blueprint for private VVIP brand immersions hosted at Gleneagles by Glenmorangie’s CEO and LVMH senior leadership. Each 1–3 day experience was built to spotlight a Glenmorangie vintage exclusive to the attending clients — with every detail infused with theatre, narrative, and tailored luxury.

The Response

Detail. Detail. Detail. Every element meticulously crafted to embody Glenmorangie’s house style while delivering an unforgettable sense of arrival, adventure, and refinement:

Execution:

Nothing to chance. 

Private Jets. Cars. Drivers. Helicopters. Personnel. Journey times. Itineraries. Call Sheets.

Room colour-ways. Ambient sounds and scents. Floral direction.

Statement art pieces for each experiences spaces.

Chocolate petit fours and select Glenmorangie private cask whiskeys on arrival. 

Private golf lessons on the world famous King's Course. 

A Chef's table LVMH champagne brunch in the Club House. 

A lunch time helicopter flight to private tour and cask tastings at Glenmorangie's distillery in the Highlands.
An evening return helicopter to Gleneagles for a night of fine dining.

A private morning in the Shooting Range
.
A high drama barbecue in the Falconry featuring a meet and greet paired with especially created Glenmorangie reserve cocktails.

A morning helicopter ride to a private yacht tour of the Lochs.

An evening helicopter return for a relaxed Spa night of pampering and restoration.

Each day of flair and adventure finished with Glenmorangie private collection cask whiskey tastings.
Espresso coffee and Gleneagles linen
.
Ice and lemon and mint in sparkling water.

Quiet luxury. Impeccable taste. Understated but ever present attention. Memorable gifting. 
Each moment was choreographed to reflect LVMH Savoir Faire — with seamless luxury, cultural narrative, and heightened emotional resonance.

Results:

Original Work

Wildly successful 3-day VVIP immersion for 15-person LVMH Mexico delegation.
Expectation-surpassing 2-night brand immersion for Glenmorangie CEO and Executive team hosting private VVIP international guest party.
£500k–£3M sales runway for LVMH Prestige product range.

Blueprint established for recurring LVMH brand immersions and brand activations.

Operational framework to host Prestige and private guests from all over the world at iconic Gleneagles Resort with confidence of seamless LVMH brand focus and values.

"This was exceptional, the attention, all of the programme, the set up, the dinner…fabulous…we delivered a VVIP visit!"
— Head of Prestige, Glenmorangie, LVMH

"Well done. Thank you."
— Ellie Goss, Director of Corporate Affairs and Hospitality, Glenmorangie, LVMH


Downstream Legacy Impact:

Role: Executive Producer

Format delivered: Prestige Partner Luxury Brand Immersion

Budget: Confidential

Team Size: 30+

Scope: Luxury Brand Immersion Design I Stakeholder Engagement and Briefing (LVMH, Glenmorangie, Prestige Partners and Private Clients I Production Design I Experience Production I Delivery Partner Engagement


The Brief
Design a high-touch blueprint for Prestige VVIP brand immersions hosted at Gleneagles by Glenmorangie Head of Prestige, Glenmorangie’s CEO, and LVMH senior leadership. Each 1–3 day experience was built to spotlight a Glenmorangie Prestige product exclusive to the attending guests — with every detail infused with theatre, narrative, and tailored luxury.

Creative Response
Quiet luxury. Impeccable taste. Understated but ever present attention.
Every element meticulously crafted to embody Glenmorangie’s house style while delivering an unforgettable sense of arrival, adventure, and refinement. Each moment was choreographed to reflect LVMH Savoir Faire — with seamless luxury, cultural narrative, and heightened emotional resonance.


The Challenge:
The core challenge was to design a Prestige VVIP luxury experience framework that would easily allow Glenmorangie Prestige team to host Private Clients and guests from LVMH global markets, which was therefore aligned with LVMH's Maison-driven global governance and Gleneagles’ storied brand and traditions - when there was no pre existing formal relationship in place.
I navigated this challenge by orchestrating executive alignment globally (LVMH Europe, LVMH North America, LVMH Japan and LVMH South America specifically) and building mutual trust and with Gleneagles Executive team, ultimately deploying a multi-faceted delivery strategy.


Execution Highlights

Executive Leadership
-- Directing high-level engagement with corporate stakeholders on both sides leading workshops and briefings ensuring brand directors and leadership agreed to align collaboration vision, schedule, and operating model.

Financial and Contractual Framework
--Negotiating and engineering new payment and contractual framework to reconcile LVMH’s global treasury processes with Gleneagles’ hospitality billing systems.
--Structuring six-figure guarantee and retainer agreement, accommodating multi-currency payments, and integrating tax and compliance requirements for both companies.
--Leading team to facilitate cross-company legal reviews and financial sign-offs, ultimately locking in a deal that met the financial protocols of both organizations without delaying the project timeline.

Logistics and Venue Coordination
--With no existing partnership precedent, built relationships to achieve room holds on premium suites and event spaces in peak season, coordinating with Gleneagles’ corporate teams under unusually flexible terms.
--Secured high-risk approvals – arranging insurance coverage, health and safety sign-offs, and contingency protocols – all without a relevant track record.
--On-site executive survey trip: key LVMH executives toured the resort to inspect and approve venues, review floor layouts, and identify any potential issues before finalizing the plan.

Brand Exclusivity and Creative Direction
--Maintaining LVMH’s brand integrity and exclusivity by auditing every product placement and removing or replacing any non-LVMH items in the venue spaces – from minibar contents to event signage – so that only LVMH-owned brands were visible.
--Created and designed bespoke brand experiences and directed production team to deliver using included custom set builds, curated art installations, and signature lighting schemes that highlighted LVMH’s maison heritage and complemented Gleneagles’ ambiance.

Integrated On-site Coordination
--During execution, we established a real-time approval and communication workflow with LVMH teams around the world, hosting twice weekly Zoom briefings allowing global and remote stakeholders to virtually walk through set pieces and authorize design elements on the spot, accelerating decisions and minimizing rework.
--Created dedicated WhatsApp channels during live activations to knit together ground team – including logistics managers, technical crews, and brand liaisons – for instant updates on scheduling and issue resolution.
--Led team of 30+ across LVMH (UK and global) and Gleneagles

Special Logistics & VIP Transport
--Directing VVIP transport logistics by charter helicopters and coordinated with UK aviation authorities to clear and schedule helicopter arrivals at and departures from Gleneagles.
--Agreeing locked in time slots for executive flights, ensuring the resort’s helipad was fully prepared, and complying with rigorous flight safety regulations.
--Elevated arrival experience befitting the prestige of both brands.

Outcome
Through this comprehensive challenge-and-delivery process, the inaugural LVMH × Gleneagles collaboration was executed flawlessly. Our integrated approach balanced strategic alignment, creative vision, and meticulous execution at every level. The first experience launched on schedule and genuinely surpassing the exceptions of both LVMH and Gleneagles stakeholders, establishing a robust partnership framework and setting a new standard for luxury-brand collaborations.
This success story underscores our capability to navigate complex, high-stakes initiatives and reinforces confidence in our leadership for future high-end projects.


Results:

-Wildly successful 3 day private brand immersion for 15 person VVIP group from LVMH Mexico hosted by Glenmorangie Prestige Director and team as part of sales runway for Glenmorangie Prestige products (£500k - £16m)

-Expectation surpassing 2 night brand immersion for Glenmorangie CEO and Glenmorangie Executive team hosting private VVIP international guest party

“This was exceptional, the attention, all of the programme, the attention, the se up.the dinner…fabulous…we delivered a VVIP visit! Fabulous!”
 — Head of Prestige, Glenmorangie, LVMH

--Executive endorsement from Glenmorangie and LVMH Prestige Brands leadership
“Well done. Thank you.”
 — Ellie Goss, Director of Corporate Affairs and Hospitality, Glenmorangie

--Blueprint for recurring VVIP Glenmorangie experiences, now used by LVMH executives to host global partners



Downstream Legacy Impact
When Dior events followed two years later, we had no direct involvement in producing them — but it was rewarding to see another LVMH Maison build on the partnership framework and operational foundations developed during the original Gleneagles immersion. High‑impact cultural moments, including Taylor Swift wearing the Dior Cruise Collection at the 2024 VMAs, amplified the campaign globally.

Dior Cruise Collection Highlights
Dior SS24 Cruise Collection launch (June 2024)
Dior AW24 Cruise Collection private guest retreat and exhibition (October 2024)
Celebrity attendance: Jennifer Lawrence, Anya Taylor‑Joy, Rosamund Pike, Minnie Driver, Lily Collins, Shay Mitchell.

Major amplification event: Taylor Swift in Dior Cruise at the VMAs 2024 — generating significant global press, social amplification, and ongoing cultural conversation across fashion, entertainment, and fan communities.

Global media footprint to date
50–100 international press articles
10,000–20,000 social media mentions
5–15 global broadcast features

Estimated combined audience reach: 180–320 million unique individuals
Estimated media impact value (EMV): £65M–£243M