Posted: Apr 8, 2011
Perrier creates a house for key influencers
Brand experience agency BEcause transformed a London townhouse into a theatrical journey through time for the press launch of Perrier Nights – two nights of exclusive cocktail mixology to be staged by the sparkling drinks brand this April.
Key journalists, bloggers and competition winners were invited to the event at No 6 Fitzroy Square which was organised in conjunction with Grayling PR. Guests were transported back in time to enjoy Perrier cocktails in historically-themed rooms before finishing in a contemporary space to enjoy the ‘new era’ of Perrier.
BEcause was responsible for designing three rooms, each with the look and feel of a different era. Guests were taken on a tour through each of the rooms accompanied by their personal guide, Dr Perrier. The journey began in a 1900s Saloon Bar, filled with actors in period costume, where guests could sip one of the world’s first cocktails, dress up themselves and have their picture taken on an authentic 1900s camera. Then, guests moved into the Studio 54-inspried 1970s room for dancing and cocktail shaking behind the bar. The journey ended in 2011, in a sleek contemporary bar area where international mixologist Laurent Greco took guests through his renowned ‘Extreme Cocktail Making Master Class’.
In addition, BEcause designed a separate ‘Perrier Lounge’ where guests could relax before and after their experience. Here, Perrier Brand Ambassadors served a selection of Perrier cocktails and delicious food inspired by past and present.
Karen Evans, managing director of BEcause comments:
“The aim of this immersive brand experience was to give guests an imaginative taste of Perrier through the years. By recreating the authentic look and feel of each key era, we could re-tell the Perrier story in an entertaining and very memorable way.”
BEcause has been creating brand experiences for Perrier since 2007, in exclusive London clubs, fashion shows and at The Affordable Art Fair.