Increase brand desirability

To promote the craftsmanship and authenticity of its whisky, The Balvenie commissioned Héroïne to create a multi-sensory immersive activation. Conceived as a narrative journey around gesture and savoir-faire, this device combines experiential design, brand scenography and interactive content. By integrating the codes of luxury at every stage of the journey, the activation reinforces brand attachment and enables precise measurement of the customer experience.

Date

2024

sector

Luxury

customer

The Balvenie

rental

London

Expertise

Design

THE CHALLENGE

Stand out from the competition and bring your brand story to life

How do you recruit new customers and create a story around The Balvenie's expertise?

The brand wanted a strong experiential activation that would promote its craftsmen while reinforcing the luxury and premium dimension. We therefore developed a system aimed at three key targets: prospective customers, whisky customers and brand loyalists. The ecosystem created was designed to simplify brand messages (for prospects), create surprise (for whisky customers) and renew the experience (for brand loyalists).

OUR SOLUTION

A 7-window exhibition at the iconic Harrods. An invitation to enter the store and enjoy an immersive experience of brand know-how.

CULMINATION OF THE RARE CRAFTS - HARRODS

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the concept

Culmination of the rare crafts

The story behind this exceptional distillation and ageing process unfolds in 7 successive panels on a totally scenographic tour.

Directly inspired by the box, both its delicacy and its strength, 5 moving blades intertwine around the 50-year-old decanter: each represents one of The Balvenie's rare crafts. On closer inspection, the swirling ribbons of wood reveal their interiors in an almost hypnotic motion: each is composed of a different material, expressing artisanal know-how.