Santa Margherita wanted to bring the wine-tasting experience of the Italian countryside to the US – and we did just that. The ‘Behind the Vine’ immersive experience explored and engaged all five senses, using a 360 projection-mapped dome to transport guests to the vineyards of Italy and showcased the essence of the brand’s Pinot Grigio, Sparkling Rosé and Prosecco Superiore wines.

By transporting consumers from onsite to the countryside, we educated on classic al fresco entertaining for consumers to put to use during warmer months, and those in attendance left with an appreciation of the flavors and quality of Santa Margherita’s wines.

Art direction was based on the brand’s BVI to create a cohesive brand experience with the focus of introducing their products to the US. The Art direction led the production of the layout and build of the entire footprint – including all textures, furniture, giveaways, print materials and brand integration.