Krug
Krug: Créations 2006 Event
Iconic champagne house Krug needed a unique, memorable event for the launch of their 2006 vintage and Grand Cuvée 162nd edition. After all, a group of celebrated sommeliers, restaurateurs, hoteliers, and VIC and VIP guests, as well as high-profile media, made up the guest list.
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Our goal was to create an enchanting, immersive experience that would reinforce Krug’s brand image with the release of these two special champagnes—and our expertise in major luxury events meant we knew exactly how to turn our idea into a reality.
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A three-day operafeaturing Olivier Krugand Kris Bowers.
The launch lasted three days, which meant we had an opportunity to do something big. So, we came up with a three-act opera, rich in narrative and experience. Led by Olivier Krug and the composer Kris Bowers, the opera was a sensorial journey through the fickle weather of France’s Champagne region in 2006, which ranged from intense thunderstorms to sunny, windless days.
For the first day, we set up an exclusive tasting session with 20 of the most important clients and champagne collectors in New York. On the second night, guests from Moët Hennessy USA and the LVMH ecosystem, as well as restaurateurs and hoteliers from the New York region, gathered for a party. On the third day, we organized a media brunch and press conference.
Our expertise in experiential marketing meant we knew just what creative tactics and strategies to use. We combined live-action video, animation, and interactive art installations to invite people into Krug’s meaningful brand lore. We also used the latest technologies, like augmented reality and virtual reality, to bring Krug’s centuries-long history into the modern, tech-driven world. Combining the two resulted in a startling effect that left attendees marveling.
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An iconic brandbecomes modern.
Our three-day event was a huge success. On top of the positive media coverage, its high-status attendees were left with a lasting impression of the 2006 vintage and 162nd Grande Cuvée edition. By turning an ordinary launch into a captivating opera, we brought a creative ingenuity and contemporary touch to the iconic brand. As an agency, we’re committed to no less.
On top of this, the launch helped Krug gain valuable insights that would benefit the future of the brand and company. Not only do our events make an impact in the moment, HAUS OF PARK’s influence lasts long beyond the event.
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