Personas
Obejective
PROJECT GOALS
Create an immersive and exclusive experience for consumerS
Build loyalty through a membership-based program
Foster emotional connection through shareable moments
Introduce complementary lifestyle products for everyday use
Concept Overview
Jacquemus Club is a yearly summer pop-up nightclub hosted in different global destinations. Paired with a luxury alcohol and glassware line, the brand extension invites members into a curated sensory world shaped by the playful and minimalist identity of Jacquemus.
The bar & nightclub industry generates approximately 36.4 billion with households dominated at 91.9% of earned revenue.
Nightlife & Club Industry
Global Market Value: $36.4 billion
Key Consumer Base: Ages 21–34 (31% of the industry)
Behavioral Insight: Younger audiences crave limited-time, Instagrammable moments—making seasonal pop-ups the perfect platform.
Alcohol Market Trends
Vodka: #1 most consumed spirit in the U.S. — 78.1 million cases sold in 2021
Tequila: Surpassed whiskey in retail sales (2021);.
Rum: Craft and aged rums are seeing a resurgence among luxury consumers
Target Audience
Competitve Analysis
Age Group: 18–30 (focus on legal drinking age 21+ in key markets)
Lifestyle: Social, design-conscious, experience-driven
Values: Aesthetic environments, emotional storytelling, exclusivity, and individuality
SHÔKO BARCELONA
Live music, dancers, bottle girls.
Age Group: 18–30
Gender: Male
Location:Europe
Occupation: Personal Trainer
Income: $80,000/annually
style: Simple,Trendy, Utilitarian
Cavo paradiso
outdoors, live music, close to the beach
Age Group: 18–30
Gender: feMale
Location:Europe
Occupation: influencer
Income: $100,000/annually
stylex: Simple,Trendy, colorful, fun
HIibiZA
Celeb guest & Preformers, high traffic
Product assortment and pricing
Launch Strategy
March
Production & website design
April
Membership launch & campaign shoot
May
Teasers & early access
June - August
global event club
September - october
Pr boxes & alcohol launch
BRAND TOUCH POINTS
