Cointreau's Experiential Townhouse Shares Brand Heritage
Laura McQuarrie — November 28, 2022 — Marketing
References: campaignlive & famouscampaigns
Over the course of three days, Cointreau invited fans into a multisensory, experiential townhouse in Soho to celebrate its brand heritage. The storytelling Maison Cointreau offered a look back on the brand's history, all the way back to its inception in 1849.
The four-floor Maison Cointreau offered a different sensory experience on each floor, starting by welcoming guests into the space with an edible cocktail. A bottle-shaped tunnel led guests through the space, and all the while, the sounds of a French bistro could be heard in the background. On the other floors of the space, visitors got to take in the sights of historic posters and bottles, as well a sense of how the product is made in the distillery in Angers, in North-Western France.
The four-floor Maison Cointreau offered a different sensory experience on each floor, starting by welcoming guests into the space with an edible cocktail. A bottle-shaped tunnel led guests through the space, and all the while, the sounds of a French bistro could be heard in the background. On the other floors of the space, visitors got to take in the sights of historic posters and bottles, as well a sense of how the product is made in the distillery in Angers, in North-Western France.
Trend Themes
1. Multisensory Experiential Installations - Experiential installations that incorporate multiple senses to engage consumers in a unique and memorable way.
2. Heritage-based Consumer Engagement - Consumer engagement strategies that focus on the history and heritage of the brand to create a deeper emotional connection with customers.
3. Brand Storytelling Through Immersive Environments - Innovative approaches to showcasing a brand’s history and legacy through immersive installations that transport customers to a different place and time.
Industry Implications
1. Beverages - Beverage companies can leverage interactive installations that educate customers about the history and heritage of their product to differentiate themselves from competitors and create emotional connections with consumers.
2. Hospitality - Hotels and resorts can create immersive multi-sensory experiences that showcase local culture and heritage to attract and retain customers looking for unique and memorable experiences during their stay.
3. Museums and Cultural Institutions - Museums and cultural institutions can partner with brands to create multimedia installations that showcase their products, while simultaneously educating visitors about the history and culture of the brand.
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