Dust PR London was charged with creating two very different VIP client events to mark Belstaff's 90th anniversary at their Bond Street store – 90 Years of Speed & Style – the first centred around an experiential tasting linked to key mile stones in the brand's history

What We Did

To coincide with the celebration of their 90th anniversary Dust PR London created an intimate, experiential vintage wine and spirit tasting event concept that highlighted key dates in Belstaff's timeline - for example a 1963 Port to echo the release that year of Steve McQueen's Great Escape in which he wore Belstaff

Belstaff's key objective for Dust was to bring in circa 40 new potential clients into the flagship identifying high net worth individuals with relevant lifestyle interests (Dust generated 54 qualified leads)

We brought in London wine concierge and journalist, Tom Harrow, AKA Wine Chap and leveraged his Premiere Cru audience alongside Dust's own luxury consumer and VIP network

We oversaw all aspects of event production and established a new partnership for Belstaff with Bonhams who provided two amazing barn find classic motorcycles to create further talking points for guests

We recommended redeemable bounce back cards to be included in departure gift bags to encourage repeat visits under guests own steam to cement relationship with the brand and allow for further tracking on the event's success


Belstaff were delighted with the calibre of guests who included a michelin star chef, several high flying business people, landed gentry, entrepreneurs and actors

Guests loved the concept and many left the event laden with shopping bags - yet more redeemed the bounce back cards in the three weeks following the event

Actress Olivia Grant has her jacket customised
Guests at 90 Years of Speed & Style
Bonhams barn find on display for 90th anniversary
Tailor Timothy Everest & guest
Tom Aikens & Justine Dobbs-Higginson
Bonhams barn find
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