Launching MUST Société’s first flagship store in Montreal at the high-profile Royalmount destination demanded immediate positioning as a must-visit address within the competitive luxury home furnishings market. To cut through industry noise, the brand required a high-impact approach designed to captivate a highly selective audience, including top-tier media and influential design professionals. The activation was conceived as an unforgettable, immersive experience—one that authentically embodied the brand’s elevated luxury identity. With a focus on maximizing awareness, generating significant earned media impressions, and igniting social media conversation, the campaign ensured a powerful and successful market debut.

Sundae Creative implemented an integrated event, PR, and influencer solution to deliver an exclusive, high-impact launch. The high-level approach was to host an evening that immerse all guests inside the elegantly curated showroom. The event provided a vibrant atmosphere with live entertainment from a DJ, a violinist, and a saxophonist. For the media, there was a specialized VIP panel discussion and private tours led by the Corbeil family, which was well received and allowed for future earned media opportunities. This tiered experience, combined with the event’s overall ambiance, successfully generated significant positive feedback via email and fostered new influencer and media relationships.