A Chinese family came to us wanting their children, who had never seen snow, to experience Courchevel for the first time in the most magical and unforgettable way. Each morning, while the family were out skiing, a full production team arrived at the chalet. The brief was to transform it entirely before the children returned.

On the first day, they pushed open the front door to find themselves stepping through a wardrobe into Narnia; fur coats, lamppost, frozen forest and all. The second day, Frozen: actors playing Elsa, Anna and Olaf, the whole chalet reimagined around them. Over the course of their stay, the family travelled to the North Pole and Lapland without ever leaving their chalet. 

The setting, we've learned, is only ever the beginning. Once it's confirmed, we can get creative and work with our clients’ teams to carve out reality from their ideas. We strip back the brief to what a client actually wants people to feel, and then build every detail around that. For a surprise 50th birthday lunch above Verbier, that meant a remote plateau accessible only by helicopter, a menu by a Michelin-starred chef, a band flown in from South Africa, and an ice bar transported in an arctic lorry from Courchevel. Our ice sculptor has spent decades honing his craft; the results are extraordinary.

On the morning of the event, the team assembled at the heliport before dawn. The snow carvers went up first to begin digging and carving the dining table from the mountain itself. Then the ice bar, in three parts. Then oysters, Dom Pérignon, charcuterie and 500 roses. By the time the guest's helicopter appeared over the ridge, the plateau completely transformed. He later said he couldn't comprehend how any of it was possible. That reaction is what we work towards.

Our clients are people who have stayed in exceptional properties, attended remarkable events and travelled to places most people only read about. The question we're always asking is: what would still surprise them? We come in to push the boundaries and redefine what they thought was possible. 

It has become the norm for us to work closely with production companies that do large-scale production, and to utilise their skill set for private events. It goes beyond a stage, lighting and band. From the moment guests set foot into an event, it’s a curated journey that has been months in planning with a creative director and a whole team working on it. The scale changes, but the attention to detail does not. We are there at every stage from event ideation to on-the-ground execution. 

We see clients want to challenge the conventional and there is a huge pull towards remoteness. We've thrown parties on superyachts in Svalbard, where the logistical challenges are considerable: plotting routes to get DJs on and off the boat, sourcing rare vintages of Dom Pérignon and Petrossian caviar to a location reachable only by sea. The location never changes what a client expects. It just makes the execution more interesting.

We are as curious about what's possible as our clients are. Every brief is an opportunity to prove it.

Reach out hello@alsprivate.com to view our full events portfolio.