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.
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.
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.
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.