Ultra launch activation
Vuse Ultra
comes alive.
A launch event built around the product's own visual signature, the floating prismatic orb, staged inside Terminal 7 with the Eiffel Tower on the skyline.
A connected vape needed a connected room.
Vuse Ultra pairs with the MyVuse app for live battery tracking, flavor switching and a "find my vape" locator, so the brief was to make the launch feel like the product: engineered, connected, a little cinematic. I led the creative concept and produced the activation end to end, from venue and vendor sourcing through the night-of run of show.
Everything in the room, the decor, the photo experience, even the bar, traced back to one shape lifted straight from the product photography: the orb.
Three finishes, one silhouette.
The sunburst-ribbed body is where the orb comes from. Each colorway got its own zone in the room, and its own drink at the bar.
One shape. Overhead. The whole room.
Vuse's own key visual is a glossy sphere behind the device, rendered in a different metallic colorway per flavor. I translated that straight into physical decor: silver, ribbed hanging orbs suspended across the ceiling of Terminal 7, lit from within and recolored per flavor zone to guide guests through the tasting bar.
Terminal 7. Orbs overhead, Eiffel outside.
A raw, cathedral-height hall with an exposed white truss rig and a full glass wall onto the 15th. We took it empty at 11:00 and had the orbs in the air by doors, so the room's own lighting could reflect off the orbs creating a sublime magenta-to-amber ambience with the grey.
Shutters down. Fog up. Ultra on.
Doors at 19:10, then a hard cut at 21:30: shutters closed, lights killed, fog across the floor. Projection mapping brought Ultra up on the walls, a dance performance took the room, our CEO said a few words, and by 22:00 the shutters were back up on a glittering Eiffel Tower.
From there the room ran itself: guests moving between the six stations while the DJ held a melodic EDM set tuned to the brand's own register, tower shimmering through the glass behind the decks.
Six stations, six ways to meet Ultra.
Each station put one part of the product on display, its finishes, its flavors, its connected features, in a build premium enough to match it. The audience was the urban achiever: people who notice the details, and who came out for a night that would actually be fun and worth remembering. Hover any row to open its frame.
Ultra Planet, the mirror everyone signed.
An orb in its own right, where guests left notes, polaroids and messages through the night. By the end it had become the most photographed piece in the venue: a shape the brand gave us, filled in by the people who showed up. Ultra Planet now hangs at HQ, kept as a souvenir of the night.
One shape lit the whole night.
Vuse Ultra launch activation, Terminal 7, Porte de Versailles, Paris. Creative concept and production led end to end, from decor fabrication and vendor sourcing through the reveal sequence and guest experience design.
Ultra × Paris × 2025
