# Elderflower Liqueur Pop-Ups The Maison St-Germain Pop-Up Feted the Decadence of Summer By Rebecca Byers | Published 2017-08-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/maison-stgermain-popup References: [eventmagazine](http://www.eventmagazine.co.uk/inside-maison-st-germain-pop-up/brands/article/1440921) Hosted in London's Soho Square from July 27 through 29, the romantic [Maison St-Germain](https://www.trendhunter.com/trends/experiential-townhouse) pop-up offered guests an [immersive cocktail journey](https://www.trendhunter.com/trends/beyond-the-pour) 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. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 64% | Activity: 50% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## 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 - **Direct-to-consumer Marketing Experiences:** The Maison St-Germain pop-up demonstrates the power of immersive marketing experiences to build a strong brand-customer relationship. - **Sensory-enhanced Venues:** Using fresh flowers and live jazz music, the Maison St-Germain pop-up shows how sensory elements can enhance the overall customer experience. - **Cocktail Education and Mixology:** The presence of St-Germain's brand ambassador teaching attendees how to create signature cocktails highlights the growing trend of cocktail education and mixology experiences. ### Who This Affects Most - **Alcohol:** The Maison St-Germain pop-up showcases the potential for alcohol brands to engage consumers through unique and immersive brand experiences. - **Hospitality:** Pop-up events like Maison St-Germain offer opportunities for hospitality businesses to create memorable experiences for their guests. - **Floral Design:** The presence of a floral designer at the Maison St-Germain pop-up indicates the potential for collaboration between alcohol brands and the floral design industry to create visually stunning experiences. ## Related on Trend Hunter - [French Peach Liqueur Pop-Ups](https://www.trendhunter.com/trends/juliette-liqueur.md) - [Cocktail-Celebrating Liqueur Campaigns](https://www.trendhunter.com/trends/stgermain-campaign.md) - [Floral Champagne Pop-Ups](https://www.trendhunter.com/trends/perrier-jouet-house-of-wonder.md) - [Unique TV Series Pop-Ups](https://www.trendhunter.com/trends/lillet-x-emily-in-paris.md) - [Retrospective Multisensory Installations](https://www.trendhunter.com/trends/experiential-townhouse.md) - [Summer Sunset Pop-Ups](https://www.trendhunter.com/trends/sundown-spots.md) - [Parisian Airport Pop-Ups](https://www.trendhunter.com/trends/moet-hennessys-paris-concept.md) - [Whimsical Gin Pop-Ups](https://www.trendhunter.com/trends/refreshing-encounters.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md)