House of Vinarchy

Vinarchy

The Brief

To transform the brand strategy and wine portfolio of Vinarchy, one of the world's largest wine portfolio companies, into a large-scale immersive trade experience. We sought to create a physical environment that could introduce the business, clarify its proposition and bring multiple wine brands together under one cohesive world. The challenge was to create a large-scale brand experience that could host 20+ global wine brands, communicate four distinct strategic pillars across multiple audience types, and feel coherent, immersive, and genuinely aspirational to over 150 high-value trade customers across 4 days. The experience needed to work at every scale, from a full spatial flythrough to a single table-top moment, while making a confident creative statement about where wine was headed.

Insight

Objective:

Trade audiences do not need another presentation. They need a reason to remember. By treating the event as a house rather than a showcase, each space could give part of the Vinarchy portfolio its own atmosphere while still contributing to a single, coherent brand story, turning strategy into something guests could move through, recall and sell onward.

To transform the brand strategy and wine portfolio of Vinarchy, one of the world's largest wine portfolio companies, into a large-scale immersive trade experience. We sought to create a physical environment that could introduce the business, clarify its proposition and bring multiple wine brands together under one cohesive world.

The challenge was to create a large-scale brand experience that could host 20+ global wine brands, communicate four distinct strategic pillars across multiple audience types, and feel coherent, immersive, and genuinely aspirational to over 150 high-value trade customers across 4 days. The experience needed to work at every scale, from a full spatial flythrough to a single table-top moment, while making a confident creative statement about where wine was headed.

I co-led the creative development of House of Vinarchy at Grand Central Creative, mentoring a midweight designer through the project while originating the overarching concept for this year’s experience. My role spanned creative strategy, spatial concepting, client presentation, visual direction, zone design, production artwork and final build support, with direct ownership of the entrance experience, seasonal calendar motif, Campo Viejo, Jacob’s Creek, Jam Shed and bottle stands, alongside advisory and design support across the innovations, New Zealand wines, Dolly Wines and on-trade areas.

F&BM Team

Senior Strategic Designer/Art Director - André Harris, Jr.

F&BM Creative Director - Andy Gregory

Senior Designer - Alex Rye

Designers - Charlie Cheshire, Rihanna Grainger

Account Manager - Stacey James

Account Executive - Annie Gashi

Technical Production - Blue Elephant

Production Design - Hosch

Role & Credits

I co-led the creative development of House of Vinarchy at Grand Central Creative, mentoring a midweight designer through the project while originating the overarching concept for this year’s experience. My role spanned creative strategy, spatial concepting, client presentation, visual direction, zone design, production artwork and final build support, with direct ownership of the entrance experience, seasonal calendar motif, Campo Viejo, Jacob’s Creek, Jam Shed and bottle stands, alongside advisory and design support across the innovations, New Zealand wines, Dolly Wines and on-trade areas.