Objective:

House of Vinarchy (formerly House of Accolade) is the company's annual brand week where they showcase what is up and coming across their portfolio brands. This year, it was designed to introduce the newly formed global wine company to key trade customers, aligning multiple brands, missions, and commercial goals under a single immersive experience. As a lead on the project, I led the development of the overarching creative and experiential strategy, moving away from a fixed event “theme” and instead centring the experience around the brand ethos of Redefining Wine.

To bring this to life, we developed a flexible framework built on three visual themes: The Journey, Textures & Layers, and Scale & Perspective. These themes were intentionally designed to be dialled up or down across the event, allowing each zone to express Vinarchy’s multi-layered strategy while retaining clarity and cohesion for the featured brands. The journey began with interactive expressions of Vinarchy’s core drivers, before unfolding into immersive brand worlds for each wine. These multi-sensory environments were each informed by their individual brand strategies and upcoming campaigns.

The experience culminated in a cinematic walkthrough of the full marketing ecosystem, across OOH and social to shelf and sale, before concluding in a Vinarchy-branded pub showcasing on-trade activations. The result was a strategically grounded, highly immersive environment that Vinarchy noted as "the best [brand week] yet."