RABANNE
1 MILLION TOUR IN MARSEILLE
How Rabanne and Wild Buzz Agency turn fragrance into a cultural movement with the One Million Tour
Wild Buzz Agency supports Rabanne in launching the One Million Tour, an immersive tour that brings the spirit of the iconic 1 Million fragrance to communities across France. Designed as a festive, inclusive sensory journey, it puts fragrance at the centre of an experience rooted in local urban culture. The first stop in Marseille celebrates the city’s energy with an exclusive performance by Alonzo, live music and unexpected activations in a venue reimagined for the occasion. The One Million Tour gives the brand a new way to tell its story through emotion, culture and shared experiences with a large, engaged audience.
A fragrance can stay in a display case. Or it can take to the streets.
An immersive tour that brings the 1 Million fragrance to life
Wild Buzz Agency supports Rabanne in launching the One Million Tour, an immersive tour that brings the spirit of the iconic 1 Million fragrance to communities across France. Designed as a festive, inclusive sensory journey, it puts fragrance at the centre of an experience rooted in local urban culture.
The tour opens in a city known for its energy, with an exclusive performance by Alonzo, live music and unexpected activations in a venue reimagined for the occasion. A new way to tell the brand’s story, bringing emotion, culture and shared experiences to a large, engaged audience.
A brand tour calls for technical decisions the public never sees. From the start, the setup has to come apart, travel and go back together unchanged. That determines the materials, how the structures fit together and the dimensions of each component. Live performances add the artist’s technical rider, the sound and lighting requirements for each venue and a capacity limit that protects the experience.
The opening city matters. Launching in Marseille with a local artist roots the brand in the city’s culture and sets the tone for the stops that follow.
We put this touring expertise to use in very different formats, from Ricard’s Winter tournée 24 and its 70 dates to the HelloFresh Taste Tour, where 50 000 dishes were sampled.
Your agency for brand tours and activations
A successful tour is measured by what it leaves behind: communities reached, content produced and a brand that became a physical part of its audience’s everyday life.
Planning a nationwide tour, a roadshow or a series of on-the-ground activations? As a Paris-based event agency, WBA develops the concept, produces the setup and runs the tour city by city, with the same standards from the first date to the last.
