VIBRANT imagined a concept to bring the brand’s ethos to life (Expand your palate and your mind), taking the wine tasting experience from Napa (California) to urban centres and making the discovery of SALDO Wines accessible to a wider audience. Additionally, we helped pick the first city to host the newly-branded SALDO Collective event.
VIBRANT chose Washington, DC, for its diverse and cultured population and designed, produced, and hosted a three-week pop-up event at the heart of a lively neighbourhood (Logan Circle) in a venue with naturally high foot traffic. In a cozy branded lounge, we put together a premium wine tasting experience for locals, hosted by professional sommeliers, to introduce the brand in the most authentic way possible. True to the brand’s ethos of knowledge sharing, we offered a full calendar of inspiring workshops presented by local makers where participants could learn something new while enjoying a glass of SALDO wine.
Over the course of three weeks (Thursday to Sunday), 1 700 people took part in the wine tasting experience, and nearly 120 signed up for the workshops. Locals, journalists, and influencers were charmed by the space. Additionally, the pop-up experience made it possible to sign up new wine club members.