The Rochambeau Sports and Racquet Club, located in the Provence-Alpes-Côte d’Azur region of the French Riviera, is Europe’s most exclusive club. Between the lavish breakfasts (did somebody say vintage Perrier Water for €122?) to the 18th Century Orangery & Dance Club, who wouldn’t have an amazing time here?
There’s only one little catch… this club doesn’t exist.
That’s right, The Rochambeau Club was designed to build a branding world all around Racquet Rose. Take a quick scroll through their exquisite Instagram page and you might find that their product rarely makes an appearance. Is this genius branding or an elaborate hoax? What do you think?
It’s incredible attention to detail. Creator and copywriter Joe Bullmore went to great lengths to make The Rochambeau Club feel larger than life… with lots of people questioning whether this is real in their comments section.
For example, their ‘Vacancies’ page is looking for a ‘Junior Oyster Shucker,’ a ‘Senior Cabana Attendant’ and a ‘Clay Court Coach (German-speaking)’ to name a few. Their tone of voice creates a whimsical and humorous spin on luxury lifestyles, toeing the line between reality and fantasy.
Their newsletter, Club Sandwich, is now in ‘a new digital edition of our longstanding bi-fortnightly newsletter - featuring the same mix of tournament results, existential poetry, clubhouse gossip and hastily-published legal clarifications that you've come to know and love.’ And let’s not forget about their merchandise, or ‘Club Shop,’ where fans can buy Rochambeau hats, playing cards, ashtrays, and… a case of their signature Racquet rose, featured at the bottom of the page.
That depends! With many luxury brands like LA’s Flamingo Estate who sell luxury food and home goods while also operating as ‘pleasure-obsessed home of sun-worship, folk mythologies, and psychedelic remedies,’ there are plenty of real-life brands which use their dreamy landscapes to market their products. When customers buy a product, they are also buying into the exclusive lifestyle, something that Rochambeau Club is latching onto with their Racquet rose and merchandise line. Whether or not you’re ‘in the club’ or ‘in on the joke,’ the tone of voice oozes luxury and prestige, creating a fully immersive experience.
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