17.08.2015 - La Ville Blanche: Condé Nast will mount a stylish Christmas market in Munich’s old town
Working in cooperation with the restaurant Brenner Grill in the Maximilianstrasse, Munich’s most exclusive shopping street, La Ville Blanche, “The White City,” will run from November 29 to December 31, 2015, covering an area of 5.000 square meters between the Bavarian State Opera house and the Marstall theater. The state opera is the cultural partner for the event. The Brenner Grill will be the gastronomy partner, proving upscale culinary treats at the Christmas market.
Profiling opportunities for premium brands
“Brand homes,” mini-chalets specially designed for La Ville Blanche, will offer visitors to the market a range of elegant shopping opportunities and gift-giving inspiration. Up to 20 selected brands and manufacturers of fashion, jewelry, accessories, cosmetics, luxury foodstuffs, and technology will have a brand home presence. And each of Condé Nast Germany’s six brands will be front and center with a stand offering visitors a variety of activities.
La Ville Blanche will be the first luxury multi-event Christmas market in Germany, and the first time a media company mounts this kind of event. “La Ville Blanche aims to be a stylish enrichment of Munich’s leisure time and cultural landscape, and a modern Christmas market in keeping with the zeitgeist that breaks with the usual clichés,” says Condé Nast publisher Moritz von Laffert, “in this unconventional approach, we see enormous potential to strengthen our media brands, but also to provide our premium ad partners with specific touchpoints with their target groups, or to bring their products closer to new consumer circles.“
Condé Nast is the umbrella brand for outstanding brand experiences
The logo for La Ville Blanche includes the tag “by Condé Nast,” marking the first time the media company makes its mark as an umbrella brand in the B2C sector. “The common denominator in our media portfolio is quality. With the publication of the joint magazine Quintessence in 2013, we consolidated the strength of our media journalistically for the first time; with La Ville Blanche, we’re launching the Condé Nast Germany brand onto the special events stage for the first time.“
Something for everyone: skating rink, luxury tastings, stage shows
All the Condé Nast Germany brands – Vogue, Glamour, myself, AD Architectural Digest, GQ Gentlemen´s Quarterly, and Wired will have a presence at La Ville Blanche with their own activities. Central communications point for the market will be the Vogue Bar; at the Glamour Beauty School, visitors can enjoy a styling consultation, and the GQ Gentlemen’s Quarterly Circle will offer samplings of fine spirits and cigars, among other things. A cultural entertainment program is planned for the event and concert stage. There will also be activities for more athletic visitors and families, such as curling and a skating rink. The visual heart of La Ville Blanche will be a magnificent Christmas tree.
La Ville Blanche as a location for corporate Christmas celebrations
In addition to the public market, Condé Nast and the Brenner Grill will rent out La Ville Blanche for corporate Christmas parties. The location can be booked at http://lavilleblanche.de. On the website, you'll also find up-to-date information on the entire program and special opportunities available at the new Christmas market.
The Christmas market is the largest project to date in Condé Nast Germany’s diversification strategy, which is focused on events and services that give readers a hands-on feeling for the media brands, while also providing new revenue streams. Condé Nast Germany’s new initiatives for 2015 include the myself Coaching workshops, the GLAMOUR Pop-Up Café planned for November, and the WIRED Campus training and adult education initiative.
The concept for La Ville Blanche was developed by Condé Nast Germany in close cooperation with the marketing and event management agency Schachzug, which is also taking the lead in implementing the project. Condé Nast has years of experience in mounting special events at the luxury level, such as the GQ Men of the Year Awards, the global shopping night Vogue Fashion´s Night Out or the GLAMMY beauty award.
About La Ville Blanche
La Ville Blanche is Munich’s stylish new Christmas market, between the Marstall theater, the Brenner Grill restaurant, and the State Opera. Munich will show off its radiant side – La Ville Blanche is a place of experiences and inspiration for everyone.
Inviting, elegant, and tasteful, La Ville Blanche enriches Munich’s Christmas season in so many ways, with its unique and contemporary concept.
Behind La Ville Blanche is Munich-based Condé Nast Germany, publisher of the premium media brands Vogue, Glamour, myself, GQ, AD and Wired, working with the restaurant Brenner Grill and other selected partners to invite you to a feast for the senses at the new Christmas market. Surprising, indulgent culinary treats, stylish gift ideas, eventful delights for the whole family, and a cultural sidebar program will light up Munich at the loveliest time of the year.
About Condé Nast
Condé Nast is the most exclusive media company in the world. Its global brands set styles in their sectors and are the embodiment of excellence. Founded in 1909 in the USA by Condé Montrose Nast, today Condé Nast is home to influential media brands such as Vogue, Vanity Fair, Glamour, GQ, The New Yorker, and Wired. A subsidiary of Advance Publications, Condé Nast is one of the largest private media companies in the world. Condé Nast has been setting the standard in the premium segment in Germany since 1978. The portfolio currently includes the brands Vogue, Glamour, myself, GQ, AD, and Wired.