Nyetimber, the world-renowned English sparkling winemaker has engaged experience experts Meredith Collective to deliver a luxury two-month Christmas boutique at Burlington Arcade, the iconic retail destination in Mayfair, London. This latest Nyetimber experience signals the brand’s focus on experiential as a foundation for its marketing strategy and follows a series of successful luxury summer experiences, also designed and delivered by Meredith Collective.
Launching on November 5th, The Nyetimber Boutique will be the go-to festive experience for gorgeous gifting, perfect photo moments and festive experiences over Christmas 2019. Imagined, designed and delivered by Meredith Collective, visitors to the Nyetimber Boutique will experience two floors of luxury, inspired by Nyetimber’s range of award-winning sparkling wines.
On the ground floor Nyetimber will showcase its sumptuous range of sparkling wines from its home in the English countryside. Echoing the beauty of its vineyards, grand garlands, golden vines and frosted foliage will welcome visitors who can relax in style underneath a stunning Nyetimber Christmas canopy – the perfect location for capturing festive photo memories. A luxurious gifting experience will see perfectly wrapped presents delivered in style from behind an opulent bar, where visitors can enjoy a glass of Nyetimber sparkling wine.
Moving to the first floor, guests will indulge in a series of tastings and masterclasses which will be held throughout the two-month pop-up and will feature Prestige Masterclass where guests can enjoy Nyetimber’s 1086, England’s first Prestige Cuvee sparkling wines, as well as enjoy festive wreath-making with florist Charlotte Mcauley.
The Nyetimber Boutique follows the success of Nyetimber’s summer experiential campaign, which saw Meredith Collective design a series of distinctive and quintessentially British activations. Led by founder Meredith O’Shaughnessy, Meredith Collective delivered five Nyetimber branded terraces that took pride of place at some of the UK’s most prestigious venues. This included the Nyetimber Secret Garden at the iconic Rosewood London and Nyetimber Terraces at Harvey Nichols (Edinburgh, Leeds, Manchester), and The Nyetimber Manor, an elegant terrace atop the Selfridges Oxford Street store.
Commenting on the launch of The Nyetimber Boutique and its focus on experiential marketing, Louisa Corben, Head of Marketing at Nyetimber, said:
“Building long-term relationships with our clients by means of experiences is crucial to the success of our brand, which focuses on encapsulating the heritage, passion and perfection of our winemaking. Everything we do is designed to communicate the authenticity, elegance and grace of the Nyetimber brand and experience has proved to be the most powerful way to achieve this. The success of our summer 2019 activations demonstrated the effect of experiential creativity, presenting Nyetimber to new audiences, and the perfectly-positioned brand partnerships elevated Nyetimber even further”.
Alongside creative consultancy, concept, design and build, the team led by Meredith O’Shaughnessy identified and brokered the space at Burlington Arcade for Nyetimber’s premier Christmas pop-up.
Celebrating its 200-year anniversary this year, Burlington Arcade is synonymous with luxury retail. This includes Manolo Blahnik’s second UK store, which in 2016 Meredith Collective project managed the design and build end to end, culminating in star-studded launch events alongside Vogue.
Meredith O’Shaughnessy, Founder and Creative Director at Meredith Collective commented: “Nyetimber is a dream brand to deliver creative activations for, encapsulating the best of British luxury with a desire to push boundaries. It’s our philosophy that well-designed experiential stores offer truly innovative brands the ideal platform through which to engage and excite audiences, old and new. With Nyetimber’s experience-led strategy they are proving the power of the personal. Leading with experience and emotion first they are creating new fans and creating unforgettable brand touchpoints.”