Courvoisier's Playful Experience
Courvoisier cognac – owned by US spirits company Beam Global – showcased its heritage brand at a pop-up event last week, engaging consumers through a theatrical, playful experience.
Held at the fictional Courvoisier Institute of Grand Cocktails in Bloomsbury Square in London, members of the public encountered a series of rooms housing different Courvoisier cocktails – and colourful characters. The event offered visitors a full sensory experience and a new way to access the heritage brand.
British luxury fragrance brand Jo Malone and Asian hotelier Swire Hotels have launched a similarly interactive campaign, inviting guests to attend one of six cocktail and fragrance appreciation workshops at The Upper House in Hong Kong. Hosted by the hotel’s bar, Café Gray Deluxe, participants will be encouraged to pair fragrances and cocktails, creating their own combinations and learning about the art of cocktail and perfume creation.
For more on this strategy, see the Stylus report Immersive Theatre.