DOM PÉRIGNON
THIS IS NOT A DINNER

With Ferran Adrià from El Bulli

CHALLENGE
Highlight the changing aspect of the 2005 millésime, where despite the heat, the cold and the heavy rains, Dom Perignon achieved the most exceptional vintage: a multi-faceted wine that reveals itself through successive ways.

SOLUTION
Ask Ferran Adria, who’s well known for his research on experimental cooking, to decode this vintage.
He came up with 5 phases that we interpreted to an event: THIS IS NOT A DINNER, a 5-act event dedicated to the 5 faces of the cuvée (intimacy, minerality, intensity, seamlessness and harmony). All throughout these 5 acts the number of rooms and guests changed. Print and branded content were used to amplify the select experience.

RESULT
The event in Barcelona generated positive press worldwide (New York Times, Herald Tribune, etc.) and is now touring to other metropolises (Tokyo, Shanghai, Berlin and NYC).

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