Penfolds House

The objective was to strategically position Penfolds Wine in the luxury wine category. My concepts drove a 2-day select guest experience at the Villard Mansion in Manhattan, New York. Through collaboration with an interior designer I art directed my vision for the look and feel of the house, guest experience, and overall navigation. We partnered with GQ Magazine for the contest “Best Dressed Somm” as a lead up to the event to great industry buzz. The winner was announced on Day 1 of the event. Additionally, we unveiled the 2010 Grange Wine, shared with everyone in attendance. Day 2 was an industry night for the food and wine folks. During the day distributors arrived to sample wine and attend seminars. Upon check-in they were given a wine key with a unique RFID tag pre-registered with their information. Distributors could taste wine throughout the house and scan their key at iPad stations mounted at each wine bar and take short surveys to confirm the wines they liked. The Penfolds sales team then followed up after the event with the distributors. As a unique offering of the event wine collectors could meet with Christie’s Auction House to have their wine cataloged and evaluated by Penfolds Sommelier DLynn Proctor. Scheduled workshops and seminars were led by resident winemaker Peter Gago and the Reidel Wine Glass Company.

The Invitation
I created a custom invitation for attendees of the seminars and wine tastings at the Villard Mansion in Manhattan, NY. I had the idea of creating a skeleton key for the house that is also a corkscrew. I designed the key and worked with a manufacturer to make sure every detail was correct.  and designed a corkscrew that looks like a skeleton key to the house but when unscrewed it's also a corkscrew. These invitations were hand delivered to consumers by attractive brand ambassadors. 
The House
Grange Wine Bottle Display
The client wanted a way to display Grange Wine bottles from every year while still keeping them secure. The display asset would be utilized at future events as well. I designed a modern glass case that heroed the wine bottles and could live beyond the look and feel of the house.

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