A Retail Pop-up Diamond Brand Experience
Here at Truly Deeply we’re big fans of the pop-up retail/brand experience concept. In the battle for attention, an brand experience that allows potential customers to trial a product or service and get a feel for the brand is a high-value foothold. I’m not a big drinker of sticky wines myself, but I have to tip my hat to Cognac brand Martell, who’ve not just been popping-up recently at Hong Kong airport, but are doing-so with a beautifully evocative brand experience.
Martell was founded by Jean Martell in 1715. From the Firino-Martell family, it passed through the hands of the Canadian Seagram family to its current owners, the Pernod Ricard Group, that also owns Ballantine’s, Chivas Regal, Absolute Vodka, Kahlua, Malibu and a swag of other premium alcohol brands. When it comes to brand storytelling through retail pop-up it seems the people at the Pernod Ricard Group have it sorted.
Dave Ansett, Brandamentalist
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Pop-Up Brand Designer
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Related articles
- Martell Amber Lamp by Jean Nouvel Design (carpediemclub.wordpress.com)
- A Sly Campaign That Has Fun With the Product and the Form (nytimes.com)
- Cohiba Cognac from Martell (luxist.com)
Tags: Advertising, alcohol brands, Brand Agency, Brand Communication, Brand Communications, brand communications agencies Melbourne, Brand Design, brand designer, Brand DNA, Brand Experience, Brand Expression, Brand Identity, brand identity agencies, brand identity designers, brand identity designers Melbourne, Brand Personality, Brand Strategy, Brand Voice, brand-designers-Melbourne, brand-gesture, Brand-Storytelling, brandamentalist, Corporate Image, Creative Ideas, Dave Ansett, David Ansett, Graphic Design Melbourne, Martell Cognac, Melbourne brand designers, Melbourne Brand Strategy, Pernod Ricard Group marketing, pop-up, pop-up retail, Truly Deeply, Visual Language
A sweet little brand experience concept here Dave, very cute and approachable.
Thanks Tim, when it comes to pop-up brand experiences as brand communications, they don’t get much sweeter.
Nice brand experience. I love how they have captured drinking in style vibe.
I agree Tom, this pop-up brand experience is rich with style, elegance and premium brand personality.
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Don’t mind a sticky from time-to-time and if stopping though Hong Kong International would most definitely pop in for a sticky beak and check out this magnificent brand experience.
You’re right Andrew, with a couple of hours to stop-over at Hong Kong airport, this kind of pop-up could be dangerous. I wonder if they sell their cognac by the case.
Pop up stores are a great way to bring a brand to life and engage customers to new, often creative and innovative experiences.
It’s been interesting to watch the evolution of pop-up stores. Ever since I was knee-high at the supermarket with my mum — product tasting has been key to developing new customer relationships. These pop-up brand experiences take the ‘tasting’ concept and layer it with brand experience to create an even richer connection.
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