For our event, we secured Old Sessions House in Clerkenwell, which acted as our canvas; its textures allowed us to build unique moments for gathering, theatre, and music; its size also gave us ample space to allow for social distancing and movement.
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○ CHALLENGE
Design an event that takes the established Krug Encounters concept and adapts it for a covid-impacted world, delivering an integrated, immersive experience for VIPs, media and guests.
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○ SOLUTION
We designed a one-day, one-night sensorial event that integrated music and gastronomy for a new kind of Krug Encounter: A Surreal Session. Through a progressive, four-part journey anchored by sound, we cultivated an intimate, covid-safe atmosphere where guests could connect to each other and to Krug.
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○ RESULT
We solidified Krug’s position among key stakeholders, including prominent members of the luxury press, spirits buyers and stockists of the brand, resulting in over 90+ pieces of social content, press coverage with a UMV of 3.2M and a reach of over 533K.
By experimenting with the surreal, engaging different senses, and bringing the emotional pleasure of drink and music to life, we redefined luxury for the post-covid age, one filled with touch and taste.