Insight
Rémy Martin opened a pop-up members club for a two week period on Greek Street in London’s Soho.
Brief
Create a luxury members club that reflects the concept of “Where the heart of Cognac meets the heart of London”.
Solution
The Rémy Martin neon logo was created to reflect the Soho location of the members club. The concept within the four-floor venue took the visitors on a journey through four individual spaces and atmospheres.
On the first floor a traditional VSOP bar and lounge. Members enjoyed a relaxed environment while sipping their favourite cocktails created by some of London’s well known mixologists. The 2nd floor Cognathèque, a warm and inviting retail and tasting space, included a collection of rare Cognacs. The 3rd floor L’Atelier, a space for workshops with some of London’s most renowned craftsmen, artisans and selected lifestyle brands, from butcher Allens of Mayfair to the barbers of Sharps. Also, a gallery space, where écal design students exhibited their work themed around ‘Future Heritage’. On the 4th floor XO bar was the heart of the club. Eccentric colourful furniture in a dimly lit setting, created a cool but vibrate atmosphere.
As part of La Maison Rémy Martin, a selected 80 high profile members received a special invite. Along with a bottle of Cognac, the box also contained a working key to the front door of La Maison members club.
Result
Well received by members, the press and within the drinks industry. The concept will continue around the world, next stop New York. La Maison Rémy Martin will also return to London in Oct 2015.
The La Maison Rémy Martin campaign was adapted for a prestigious Selfridges Christmas window display. The concept had to conform to Selfridges own theme of “Enchanted Forest”, so a magical, almost Nania like feel was created using the neon logo and neon plinths to display the product.