Case Study
Celebrating Imperfection with Versace Home at Zabeel Mall
Client: Versace Home – Luxury Retail / Home Interiors
Objective
To mark the grand opening of their Versace Home store at Zabeel Mall, the iconic brand hosted an exclusive, invitation-only evening featuring live performers, exquisite food and drinks, and a chance to explore the luxurious new collection of interiors and décor.
In search of a unique, meaningful activation that aligned with their brand’s fusion of elegance and artistry, Versace Home partnered with The Workshop Hub to bring the ancient Japanese art of Kintsugi to life.
To create a high-end, engaging activation that would:
- Captivate guests with a live artistic experience
- Introduce deeper meaning through storytelling
- Reflect the fusion of heritage and modern design present in the new Versace Home collection
- Leave guests with a memorable, meaningful takeaway
The Workshop Hub Solution
The Workshop Hub curated a bespoke Kintsugi activation for the event. In a bold and symbolic act, a Versace vase was intentionally broken and mended live using the traditional Kintsugi method—where fractures are repaired with golden lacquer, highlighting rather than hiding the cracks.
Key elements of the activation included:
- Live Demonstration: An artisan carefully mending the vase throughout the evening, prompting curiosity and meaningful conversations.
- Storytelling: Engaging guests in the philosophy of Kintsugi—how beauty can be found in imperfection, and how broken things can become even more valuable.
- Design Tie-In: Drawing parallels between Kintsugi and modern interior trends, showing how the concept has influenced contemporary design.
- Meaningful Gift: Each guest received a miniature Kintsugi brooch with a beautiful quote attached, reinforcing the evening’s message and providing a lasting keepsake.
Results
- High Guest Engagement: Guests were drawn to the activation throughout the evening, sparking conversation, reflection, and admiration.
- Emotional Connection: The philosophy of Kintsugi resonated with many, providing a soulful contrast to the glitz of the evening.
- Luxury Meets Meaning: The activation elevated the opening by adding depth and artistic expression to the event.
- Social Sharing: The symbolic nature of the activation encouraged guests to take photos and share the experience.
Conclusion
This memorable evening demonstrated how art, philosophy, and luxury can intersect to create something truly meaningful. Through the Kintsugi activation, The Workshop Hub helped Versace Home deliver a sophisticated and soulful experience that left a lasting impression on every guest. That also aligned beautifully with the brand’s message of timeless elegance, transformation, and the value of craftsmanship.
