THE CHALLENGE

How to create a 360° brand experience capable of conveying the atmosphere and values of this iconic French brand?

THE EXPERIENCE

An immersive journey into the essence of St-Germain, celebrating its distinctive style through fragrances, flavors, and colors. The event offered a vivid portrayal of St-Germain’s values and conviviality with a “floral” theme and meticulous attention to every detail of the setup.

Maison St-Germain presented a series of initiatives tailored specifically for the brand’s key target audiences. In the afternoon, a masterclass for 25 barladies from across Italy was hosted by Camille Ralph Vidal, Global Brand Ambassador, and Rachele Giglioni, Italian Brand Ambassador, with a flower experience led by Elisabetta Cardani.

Guests engaged with high-impact touchpoints, including a flower shop for crafting mini bouquets, a body painter to reflect St-Germain’s personality on their skin and a photobooth corner for capturing memories. The St-Germain Spritz was served in an unexpected manner: painted hands emerging from floral frames on a decorative wall. Guests also enjoyed a corner dedicated to mastering the art of mixing the perfect St-Germain Spritz and received a mignonette of St-Germain as a gift.