Concept
New, surprising, unique
Oysters & Pearls is the New Luxury Experience that combines the love for fine jewelry and exclusive watches with the world of gourmet food.
Hosted by the delicatessen Dallmayr, with its unique expertise in gourmet food, the 2-star restaurant Alois, and its excellent location near Maximilianstraße, this iconic traditional establishment attracts over 4,000 guests daily. Participating brands gain access to a luxury-oriented and financially strong target group.
Around 25 selected premium and luxury brands with the highest standards present their exclusive products to Very Important Customers (VICs), VIPs, media representatives, influencers, and the public over the course of this three-day event. Participating brands have the opportunity to sell these products directly or through a local jeweler.
Oysters & Pearls generates an excellent reach into the relevant target groups through intensive media partnerships and comprehensive accompanying PR and marketing measures.
For all participants, this results in a mutual image transfer that conveys shared values of tradition, highest quality, craftsmanship, elegance, modernity, and stylistic confidence.
Audience
Stylish, modern & chic
- Dallmayr's luxury-oriented and affluent customers aged between 35 and 55 were activated through extensive marketing and PR measures as well as media partnerships.
- Customers from Dallmayr's exclusive distribution list and the high-end patrons of the iconic delicatessen in Munich's prime location
- VIP customers invited from the participating brands
Date & Schedule
Three days of fascination with jewelry and watches, culinary delights, and the best atmosphere
November 15 – 17, 2024
Oysters & Pearls follows Dallmayr's opening hours:
Saturday, 15.11. (9:30 am – 7:00 pm)
Second sales day of Oysters & Pearls for consumers and invited guests. Starting at 7 PM, the Secret Brand Night occurs.
Sunday, 16.11. (9:30 am – 7:00 pm) VIP
The VIP and Media Day. Jewelry, watches, and gourmet food merge into one experience. Throughout the day, Dallmayr surprises and delights invited guests with the most exclusive gourmet creations. Starting at 7 PM, the Closing Party takes place.
The Host
A world-famous institution for the finest gourmet food
The Munich delicatessen Dallmayr, founded around 1700, is internationally renowned for its exquisite selection of delicacies and top-class foods, embodying the high art of hospitality.
Located in the heart of Bavaria's capital, just a few meters from the famous Maximilianstraße, Dallmayr represents both tradition and innovation. With its magnificent facade, elegant interior, top-level restaurants, and a unique quality promise, this iconic establishment attracts visitors from around the world.
The brand appearances of Oysters & Pearls participants take place at selected spots within the main building, ensuring a seamless fusion of the worlds of jewelry, watches, and gourmet food.
Around 20 selected brands are presented as Premium Partners on the upper floor, while three chosen establishments showcase as Exclusive Partners on the ground floor or in the gallery. Brands on the upper floor have access to a showcase on the ground floor. Additionally, Dallmayr's 10 display windows can be booked as exhibition space.
The Dallmayr flagship store is visited by over 4,000 guests daily.
Media Activation
Unique visibility for exhibiting brands
Oysters & Pearls offers media value that extends far beyond the event itself. A wide range of marketing and PR activities generate an advertising value equivalent of €20,000 for Premium Partners and €40,000 for Exclusive Partners.
Participating brands have the opportunity to customize and expand their activations in collaboration with the partner agency ADVISORY BOARD.
Media Support by the Agency ADVISORY BOARD
The PR and marketing agency, specialized in jewelry, watches, and fashion, activates relevant jewelry and watch trade press, as well as lifestyle and society media, with press releases, an Oysters & Pearls lunch, and media invitation management for the launch event.
Social Media Activation through the Oysters & Pearls Network
On the official social media channels of Oysters & Pearls (@oystersandpearlsexperience), targeted social media advertising will take place involving all participating partners before and during the event, with Instagram posts, stories, and reels.
Participation
Your Brand Presence at Oysters & Pearls
Exclusive Partners Presentation on the Ground Floor or Gallery in the Dallmayr Main Building
Exclusive, large Brand Experience area on the ground floor of Dallmayr (Bar & Grill, Spirits section, Wine Cellar, or Gift Gallery) for product presentation. Includes stand space, customized stand construction, display cases, furniture, and lighting.
Value: €15,000
Total Reach: ~700,000 contacts incl. PR and Influencer reach as well as Dallmayr footfall.
Media Value: €40,000
30 tickets to distribute to customers for the exclusive Oysters & Pearls event on Sunday.
Value: €8,400
(Individual ticket price: €280)
Premium Partners Presentation on the Upper Floor
Product presentation and exhibition in the “Café & Bistro” area on the upper floor. Includes stand space (approx. 6 square meters), customized stand construction, three display cases, furniture, and lighting.
Value: €7,500
Total Reach: ~260,000 contacts incl. PR and Influencer reach as well as Dallmayr footfall.
Media Value: €20,000
20 tickets to distribute to customers for the exclusive Oysters & Pearls event on Sunday.
Value: €5,600
(Individual ticket price: €280)
Concessionaire
If necessary, the Oysters & Pearls team will assist in coordination and co-financing with a local concessionaire of your choice.
Special Advertising Formats
Upon request, additional branding opportunities are available: The 10 high-reach display windows of Dallmayr can be booked. Additionally, logos can be individually placed on outdoor areas, tickets, merchandise items (such as paper bags), and digital banner advertisements can be placed on the Oysters & Pearls website.
Contact
The Organizer
Christoph Keilmann
The initiator of Oysters & Pearls leads the family business Munich Show in its second generation, which has been organizing Europe's most important fair for minerals, gemstones, and jewelry annually at the Munich exhibition halls for 60 years. He organizes other special interest formats like the jewelry fair Hardrock Summit in Denver, the sensational dinosaur show "Big 8" in Hong Kong, and the art exhibition "Aliens & Asteroids" in Macau and Abu Dhabi.
Your Contacts
For Sales
Christian Keller
For Communication
Marco Rechenberg
marco.rechenberg@advisoryboard-agency.com
For Processing and Organization
Christoph Keilmann
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