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Fashion icon Jonas Bevacqua & Courvoisier bring Pop-Up Shop
28
May '08
The House of Courvoisier (HOC) LRG Pop-Up Shop Tour wrapped up in style at Reed Space, in New York City, on May 15th.

Courvoisier teamed with Jonas Bevacqua, co-founder of lifestyle clothing brand Lifted Research Group (LRG), and a self-made man, to join their "Find Greatness Within" campaign.

Recently, Complex Media helped Courvoisier (CV) and LRG bring this campaign to life with a temporary, co-branded retail experience called the "Pop-Up Shop."

The shops were featured in five major U.S. cities, launching on April 17th in Los Angeles, and then moved on to San Francisco, Houston, Miami and New York.

They showcased co-branded designs, personally customized by Bevacqua. His designs are a reflection of the greatness that Courvoisier asks consumers to seek and find within themselves. The shops were also a showcase for Courvoisier's newest marque, Exclusif.

"Courvoisier is a trendsetter in the spirits industry and is the cognac of choice for the self-made man," said MT Williams, brand manager, Courvoisier Cognac.

"Jonas epitomizes what the self-made man is, and he is clearly a trendsetter in the fashion industry with his LRG line. Both brands offer the consumer a luxurious feel and experience."

Each store "Popped-Up" in its host city for three days and displayed Courvoisier and LRG co-branded items. The first night of each stop on the Pop-Up Shop tour featured a private, media-only reception, a tour of the of the Pop-Up Shop and a tasting and brand education, followed by party, where specially-invited consumers sipped on signature Courvoisier Exclusif cocktails, while they enjoyed the sounds of some of music's hottest DJ's.

A "Guide to Style" handbook was also available to consumers to preview the tour. Merchandise from the Pop-Up Shops will be available for auction on the eBay website until June 2nd.

Courvoisier


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