# Retrospective Multisensory Installations Cointreau's Experiential Townhouse Shares Brand Heritage By Laura McQuarrie | Published 2022-11-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/experiential-townhouse References: [famouscampaigns](https://www.famouscampaigns.com/2022/11/cointreau-create-experiential-soho-townhouse-to-celebrate-heritage/) & [campaignlive](https://www.campaignlive.co.uk/article/cointreau-celebrates-its-heritage-multisensory-experience-soho/1804933)  Over the course of three days, Cointreau invited fans into a [multisensory, experiential townhouse](https://www.trendhunter.com/trends/house-of-heritage) in Soho to celebrate its brand heritage. The storytelling [Maison Cointreau](https://www.trendhunter.com/trends/martell) offered a look back on the brand's history, all the way back to its inception in 1849. The four-floor Maison Cointreau offered a different sensory experience on each floor, starting by welcoming guests into the space with an edible cocktail. A bottle-shaped tunnel led guests through the space, and all the while, the sounds of a French bistro could be heard in the background. On the other floors of the space, visitors got to take in the sights of historic posters and bottles, as well a sense of how the product is made in the distillery in Angers, in North-Western France. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 82% | Activity: 66% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Multisensory Experiential Installations:** Experiential installations that incorporate multiple senses to engage consumers in a unique and memorable way. - **Heritage-based Consumer Engagement:** Consumer engagement strategies that focus on the history and heritage of the brand to create a deeper emotional connection with customers. - **Brand Storytelling Through Immersive Environments:** Innovative approaches to showcasing a brand’s history and legacy through immersive installations that transport customers to a different place and time. ### Who This Affects Most - **Beverages:** Beverage companies can leverage interactive installations that educate customers about the history and heritage of their product to differentiate themselves from competitors and create emotional connections with consumers. - **Hospitality:** Hotels and resorts can create immersive multi-sensory experiences that showcase local culture and heritage to attract and retain customers looking for unique and memorable experiences during their stay. - **Museums and Cultural Institutions:** Museums and cultural institutions can partner with brands to create multimedia installations that showcase their products, while simultaneously educating visitors about the history and culture of the brand. ## Related on Trend Hunter - [Immersive Scotch Whisky Journeys](https://www.trendhunter.com/trends/macallan-celebrated-200-years.md) - [Multi-Sensory Tequila Tastings](https://www.trendhunter.com/trends/immersive-tasting-experience.md) - [Multi-Sensory Fragrance Destinations](https://www.trendhunter.com/trends/mega-experience-center.md) - [Multi-Sensory Cocktail Bars](https://www.trendhunter.com/trends/bellboy-bar-berlin.md) - [Gin Cocktail Experiences](https://www.trendhunter.com/trends/beyond-the-pour.md) - [Multisensory Jazz Pop-Ups](https://www.trendhunter.com/trends/diptyques-orpheon.md) - [Emotional Introspection Drinking Experiences](https://www.trendhunter.com/trends/glass-and-words.md) - [Interactive Tequila Installations](https://www.trendhunter.com/trends/popup-at-heathrow-airport.md) - [Immersive Mint Pop-Ups](https://www.trendhunter.com/trends/the-tic-tac-experience.md)