Redefining Contemporary Luxury: Krug Encounters at Old Sessions House

The past year has shown us that the sensorial can be one of the ultimate luxuries. As IRL experiences have returned to the global stage, audiences have leaned into the evolving definitions of luxury to shape their experiences, keeping them rooted in humanity to solve for some of their most essential needs: connection, security, and yes, a touch of indulgence. Through new experiences, both branded and otherwise, we’re learning to be human again, and grounding ourselves in the present by engaging our senses.

New Moon had precisely this in mind when we were engaged by the legendary champagne house, Maison Krug, to adapt their Krug Encounters experience for a covid-impacted world. Inspired by surrealism and new expressions of luxury, we designed a one-day, one-night sensorial event that integrated music and gastronomy for a new kind of Krug Encounter: A Surreal Session. To offer guests a taste of escape, nature and connection, our experience design played with the contrasts of rough luxury. Our renders juxtaposed textures, lights, and sounds to create distinct, immersive, and unexpected environments designed to keep guests engaged and present, whilst keeping covid-concerns top of mind.

With each room driven by contrasts and connected through a distinctive emotional & sensorial journey, guests got a rich, textured experience that took familiar formats of gathering and turned them into new rituals. By limiting the number of guests and holding two separate, inimitable Surreal Sessions, we also created an intimate atmosphere. With new rituals and this kind of considered intimacy, guests were able to feel at ease, to connect with their present experience, and to engage with each other and Krug on a deeper level. 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.

As we continue to navigate and engage with the world again, experiences that are therapeutically familiar, sensually stimulating and rooted in connection will not only give us permission to be present — they will give us permission to be human once again. If you want to learn more about the new definitions of luxury, hear more about the present & future of brand experiences, or talk bubbles with us, drop us a line.

With love,

New Moon