The Webster launches AI campaign
The Webster, a luxury multi-brand retailer, announces the opening of their 13th location at the Fontainebleau Las Vegas, marking not just an expansion, but a cultural statement.
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The Webster, a luxury multi-brand retailer, announces the opening of their 13th location at the Fontainebleau Las Vegas, marking not just an expansion, but a cultural statement.
In a city defined by theatrical excess, The Webster brings their unique residential feel to retail, proving that the brick-and-mortar experience is still desirable for today's client. Even with their championing of a physical presence, the retailer constantly evolves within the digital space.
To mark the opening, The Webster partnered with [Ai]magination, the Art & Luxury social agency founded by Frédéric Raillard, to produce a film that is equal parts campaign and cultural metaphor. At its center: The Webster's emblematic flamingo, reimagined as a symbolic narrator, gliding across a map of memory, from Miami to New York, Houston to Toronto, Los Angeles to Montecito, before landing in Las Vegas. Each stop is a chapter. Each city is a curated moment in The Webster's evolution. The flamingo doesn't fly randomly, it migrates with purpose. The film is a soft, slow, and textural visual meditation. The direction is serene, poetic, and cinematographic.
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- Production Company [Ai]magination
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- AI [Ai]magination
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- AI [Ai]magination
"The Webster doesn't open stores," says Frédéric Raillard, Founder and Ceo at [Ai]magination. "It migrates. The flamingo embodies that: grace, precision, restraint. It doesn't perform. It lands."
"Las Vegas represents an amplified surface, a global reach for our brand," says Laure Hériard Dubreuil, Founder and CEO of The Webster. "Our presence isn't meant to resist the city; it's to immerse ourselves within it and offer a space of luxe comfort, a place where time stops."
At the core of this collaboration between The Webster and [Ai]magination share a similar conviction: curation remains the most human act in a surplus and algorithmic automation world. "We both work in curation, just with different materials," says Dubreuil. "[AI]imagination uses images. We use clothing. But we both edit. We both filter. And we both believe what's left out is just as powerful as what's included."
