experiential marketing Lessons from a luxury watch house

Just stepped out of the AP House in Barcelona… I LOVE the concept of a “brand house” in the luxury space.

What is the AP House?

An AP House, created by the Swiss watchmaker Audemars Piguet, is a unique retail concept that blends a sophisticated, apartment-like space with a luxurious boutique experience. It serves as a gathering place for watch enthusiasts, offering a deeper immersion into the brand's heritage, artistry, and technological advancements. 

It’s the “model home” for a retail brand. Every for-rent or for-sale community has the opportunity to build a brand house- right there in the sales or leasing office- yet most miss the mark.

What you need for a great brand house:

1️⃣ Brand evangelists, not salespeople.

People who deeply believe in the story, the product, and the promise… and can translate that belief into human connection. It’s not about scripts. It’s about sincerity.

🔓 The Unlock 🔓 When a prospect is buying, have the rest of the team pop in to say “Welcome Home!” “Nice to meet you,” “My name is…” & “Glad to have you.” This shows pride in place, and true human connection. They’re going to be living where you work, after all. Make friends, not sales quotas.

🔓Bonus Unlock 🔓Brand evangelists usually come in the form of tenured employees. Let this be our reminder: invest in your best people. They already carry the heart of your brand. With the right tools, they’ll be your most powerful sales asset.

2️⃣ A tactile experience.

Stop overfilling pillows and karate chopping them. I can’t fit on your couch! Instead, create an environment that feels comfortable, where I can have a low-pressure discussion about wants and needs… not at a desk, not under fluorescent lighting. Think hospitality over hard sell. Let the space do the talking.

🔓The Unlock 🔓 A brand book on the coffee table, the original renderings or blueprints on display, cold sparkling water in the fridge and a few snacks in a drawer can turn a sterile space into something to discover. Allowing people to interact with the pantry, fridge & decor makes them feel more at home & allows them to envision themselves in the environment.

3️⃣ Education and reward.

Teach me something I didn’t know. Let me walk away with a story about the project I’m excited to retell. That’s how you transform a prospect into an advocate—before they even sign a lease or make a purchase.

🔓The Unlock🔓

Does your front line sales team know the history of the company? The founder’s mission? An anecdote about the project’s history? The story of the project name or brand? And by the way- are they regularly trained on what it means to build true rapport? We should be talking about more than the product; chat lifestyle, travel, work, interests, hobbies, etc.

AP sells more than watches. They sell self-worth, status & community. That’s what great brand strategy does… and in a crowded housing market, it’s the only way to truly stand apart.