The objective was to strategically position Penfolds Wine in the luxury wine category. My concepts drove a 2-day select guest experience at the Villard Mansion in Manhattan, New York. Through collaboration with an interior designer, I art directed my vision for the look and feel of the house, guest experience, and overall navigation.
We partnered with GQ Magazine for the contest “Best Dressed Somm” as a lead up to the event to great industry buzz. The winner was announced on Day 1 of the event. Additionally, we unveiled the 2010 Grange Wine, shared with everyone in attendance. Day 2 was an industry night for the food and wine folks.
During the day distributors arrived to sample wine and attend seminars. Upon check-in, they were given a wine key with a unique RFID tag pre-registered with their information. Distributors could taste wine throughout the house and scan their key at iPad stations mounted at each wine bar and take short surveys to confirm the wines they liked. The Penfolds sales team then followed up after the event with the distributors.
As a unique offering of the event wine collectors could meet with Christie’s Auction House to have their wine cataloged and evaluated by Penfolds Sommelier DLynn Proctor. Scheduled workshops and seminars were led by resident winemaker Peter Gago and the Reidel Wine Glass Company.
Gold Reggie Award
Bronze Chief Marketer
Professional Award Bronze Pro Awards
- Project Roles
- Art Director, Creative Director, Designer
- Treasury Wine Estates
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop
- Advertising, Branding, Campaigns, Environmental Design, Events
- Project Industries
- Advertising, B2B, Lifestyle, Luxury, Wine/Spirits