Hosted in London's Soho Square from July 27 through 29, the romantic Maison St-Germain pop-up offered guests an immersive cocktail journey inspired by the spirit of the 1920s, the decadence of summer and the history of the elderflower liqueur brand.
The sensory-enhanced venue was filled with fresh flowers and invited guests to first make a stop at the event's resident floral designer Emily Baylis before being taken into a floral-filled bar space with a live jazz band and St-Germain cocktails on deck. The event also featured St-Germain's global brand ambassador Camille Ralph Vidal, who played host by teaching attendees how to create a signature St-Germain cocktail.
With multiple floors and a variety of immersive experiences, the Maison St-Germain pop-up is a great example of how alcohol brands can use direct-to-consumer marketing experiences to incite a meaningful brand-customer relationship.
Elderflower Liqueur Pop-Ups
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