ROSÉ LUMIÈRE

Flipping rosé’s ‘pink’ stereotype on its head sparking, buzz, big press, and even bigger sales.

CHALLENGE

If Moët Hennessy made a movie, Rosé might just be the cast member that's the most misunderstood. Rather unfairly, rosé had become associated with all the "pink" occasions: Valentine's Day, Mother's Day, and bottomless brunches. As makers of some of the world's finest rosé wines and champagnes, Moët Hennessy challenged us to find a way to allow rosé to break free from this typecasting.

For the first time in their history, they asked us to bring together four of their Maisons, into a pop-up installation. And our stage; Selfridges in London. No small feat given every inch of this legendary department store was already a sensory overload.

OUR
TRANSFORMATIONAL
APPROACH

To solve a challenge this big, we decided to go small...

By creating the world's smallest movie theatre. Introducing Rosé Lumière. Inspired by another pioneering French artform, le cinema, our Rosé Lumière installation was an Art Deco homage to the many shades of rosé.

Naturally, our installation included a bar and a mini cinema where Selfridges customers could relax with a glass of wine or a bespoke cocktail, together with classic cinema snacks all with a rosé twist.

Customers were educated in the nuanced tasting notes of each brand through 'movie reviews' and to encourage purchase, we created cinema posters for each brand that could be personalised with customers' names in the lead role.

THE WORKTHE WORKTHE WORKTHE WORKTHE WORK

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THE

RESULTS

When the reviews came in - it was a smash. Rosé Lumière was featured in 26 major publications and earned 69.8M impressions. Naturally, this massive exposure has led to increased foot traffic and a 36% lift in rosé sales. Due to these strong results, Selfridges asked that we extend our theatre's run for an additional 3 months.