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An ice way to promote its products and store

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First of all my thanks to David Katz for sending me the pictures he took at last week’s ice Sculpture fair in Yorkville, downtown Toronto, Canada (more details here).

Such fairs exist in many countries (at least countries with temperatures allowing such events) and it turns usually into an Art contest. It is therefore pretty unusual (at least for me) to see a store promoting its products by presenting a dedicated ice sculpture into such a contest.

Local top-tier watch dealer Louis Black was presenting two sculptures at the fair of watches he sells in his store: Richard Mille and F.P. Journe.

An ice sculpture presented at Yorkville Ice Sculpture fair by watch dealer Louis Black
Credits: David Katz


My take:

It’s certainly not the easiest and cheapest way to promote one’s products, but it’s surely an eye-catching one. Well done Louis Black!

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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