Penfolds wanted to have not only a pop-up but a whole consumer immersive experience for the launch its new collection and its new ONE by Penfolds products launch that would stop consumers and visitors at TX Shanghai. We saw the chance to make it a hit, to make it as an unforgettable experience for old costumers and new ins place for the younger generations.

The space needed cues of young and ins touch feeling but at the same time keeping the brand essence. Luxury and innovation with a touch of new elements come together in the design of this whole space. The buzz is assured.

We knew the space was big and hard to design as it was a big shopping mall, but we couldn’t miss the whole immersive experience. We needed to drive consumers through the whole place in a genuine way.

For that, we put our heart, knowledge of the brand and all the efforts for the design of the journey, creating small stories with their own installations that at the end become THE STORY: From where Penfolds came from and who they are right now. A truly Instagrammable space that demanded attention.