ABOUT

OUR CHALLENGE

Rather unfairly, rosé has become exclusively associated with all the ‘pink’ occasions: Valentine’s Day, Mother’s Day, and bottomless brunches. As makers of some of the world’s finest rosé wines and champagnes, Moet Hennessy challenged us to find a way to allow rosé to break free from this short-sighted typecasting. For the first time in their history, they asked us to bring together four of their Maisons*, into a pop-up installation. And our stage; Selfridges in London. This was no small feat given every inch of this legendary department store was already a sensory overload. (*maisons is a fancy word for brand)


OUR SOLUTION

To solve a challenge this big, we decided to go small… by creating the world’s smallest movie theatre complete with a rosé bar that was stocked with 4 different brands and loads of pairing and flavour note information. Rosé Lumière was inspired by another pioneering French artform, le cinema. Our Rosé Lumière installation was an Art Deco homage to the many shades of rosé. This plush allowed Selfridges customers to relax with a glass of wine or a bespoke cocktail, together with classic cinema snacks all with a rosé twist.
Customers were educated in the nuanced tasting notes of each brand through ‘movie reviews’ and to encourage purchase, we created cinema posters for each brand that could be personalised with customers’ names in the lead role.

THE RESULTS

When the reviews came in – it was a smash. Rosé Lumière was featured in 26 major publications including GQ, Vanity Fair, Hello Magazine earning 69.8M impressions. Naturally, this massive exposure has led to increased foot traffic and a significant lift in rosé sales. Due to these strong results, Selfridges has asked that we extend our theatre’s run for an additional 6 months.

MADEIT CREDITS

  • Moët HennessyClient
Annual 2022 ShortlistRosé LumièreExperiential Contributor:

BBD Perfect Storm has been a Contributor since 27th February 2019.

Invite x3

Rosé Lumière

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