Birra MORETTI Gran Tour Italian Experience
Following the success of the previous year's Gran Tour experience, we wanted to something a little different that landed the proposition of the brand and celebrate the four key beers in the Moretti range.
We developed a Multi-sensory dining and beer experience, which takes customers through the four areas of Italy where the different Moretti products are anchored:. The Moretti Gran Tour Experience. Housed in the Moretti Bar in a prime spot in Hyde Park, Agency Space partnered with the Robin Collective to deliver an immersive theatre experience that featured authentic food, sights, smells, tastes and cultures - and of course the finest beer from each region.
Over four rooms, actors took participants through the heritage and history of each beer, and a 4D cinematic experience taking them on a journey through the sights, sounds, scents and tastes of Italy.
The 45 minute experience leveraged the importance of the senses, we wanted to create long lasting brand memories, delivered in a fun, rich way that entertained and educated an audience to the range of beers.
To further entertain punters at the main bar, we set up a traditional game of parmesan rolling that proved a HUGE success in pulling a crowd - encouraging participation (and another beer!).
Client: Birra Moretti Agency: Space Creative Team: Lee Bonnick and Catherine Pryce