LAS VEGAS, USA – The Webster arrives with its thirteenth store opening at the newly revitalized Fontainebleau Las Vegas, not just with a quiet entrance but masterful brand storytelling courtesty of [AI]magination. With its signature blend of luxury and intimacy, the retailer continues to redefine the meaning of brick and mortar in an increasingly digital world.
The film is the opening debut of [AI]magination, a Paris and Los Angeles based art and luxury agency founded by Frédéric Raillard. The film explores the essence of The Webster through a poetic lens, guided by the brand’s emblematic flamingo, which takes on the role of a symbolic narrator. Gliding gracefully across a dreamlike landscape of cities from Miami to New York, Houston to Toronto, Los Angeles to Montecito, the flamingo arrives in Las Vegas with presence. Each destination is more than a pin on a map, it speaks to the presence The Webster has as both retail and cultural icon.
“The Webster doesn’t open stores,” says Frédéric Raillard, Founder and CEO at [Ai]magination. “It migrates. The flamingo embodies that: grace, precision, restraint. It doesn’t perform. It lands.”
“Las Vegas represents an amplified surface, a global reach for our brand,” says Laure Hériard Dubreuil, Founder and CEO of The Webster. “Our presence isn’t meant to resist the city; it’s to immerse ourselves within it and offer a space of luxe comfort—a place where time stops.”
At the core of this collaboration between The Webster and [Ai]magination share a similar conviction: curation remains the most human act in a surplus and algorithmic automation world. “We both work in curation — just with different materials,” says Laure Hériard Dubreuil. “[AI]imagination uses images. We use clothing. But we both edit. We both filter. And we both believe what’s left out is just as powerful as what’s included.”
The campaign will be live on The Webster’s digital channels and the large-scale digital walls on both the interior and exterior of Fontainebleau Las Vegas.
