Maison Cointreau for Rémy Cointreau

The Challenge.

Cointreau, the classic French liqueur, challenged us to devise an experiential element to their 360-degree communications campaign that was being planned to mark the UK release of a newly-designed bottle for the iconic 173-year-old drink.

We needed to create an experience that did justice to the opulence of the brand and spoke to the brand’s strapline that ‘Cointreau Changes Everything’.

Our solution.

We created Maison Cointreau, a three-day installation at Soho’s 19 Greek Street set over four floors, transforming the building into an immersive, multisensory experience that allowed guests to discover the world and heritage of Cointreau through sight, taste, touch, smell and sound.

A cascade of sustainably produced and 100% recyclable orange orbs – a nod to the oranges used to make Cointreau – poured out of a third-floor window and down the front of the orange-wrapped facade, enveloping the entrance doors at ground level.

Each floor offered a different experience designed to engage each of the senses: edible cocktails among living orange trees laden with fruit; an interactive light-filled tunnel in the iconic Cointreau bottle shape, accompanied by the evocative sounds of French bistro; a display of images of the brand’s old bottles, posters and advertorial campaigns dating back to its creation in 1849; and a first look at the new brand film, shot in Paris.

Guests also had the chance to experience the art of making Cointreau in a golden-toned apothecary-like area echoing the brand’s distillery in Angers, North-Western France, before being invited to relax in an elaborate bar featuring a wall covered with the new Cointreau bottle, and adorned with luxurious Parisian-inspired design aspects.

This unique and hugely successful activation not only had the brand’s values at its heart but running through its veins too. A real showcase of the power of live events.