Who says no to wine in the holiday season (or ever)? To bring joy to the weary shoppers of NYC, the Wildman Holiday Experience elevated traditional tastings by providing an innovative gift wrapping experience alongside wine tastings for 6 Italian wines. The holiday-inspired pop-up provided an opportunity for high-value consumers to sample the portfolio, and generated positive attention for the brand in an environment based on the lifestyle and luxury of Italy in the Veneto region. A palette of dark greens, textured woods, live greenery and shrubs, and of course, olive trees lining the footprint, brought a soft yet rich environment to the otherwise cold and sterile mall space. Celebrity gift wrappers popped in throughout the weekend to promote brand awareness on social channels and through other paid media.

Role: Chief Creative Officer @ ROCK+PAPER. Developed strategy and concept in response to client brief, art directed and designed environment, built custom graphic ideation, lead design team into execution and live event.

OBJECTIVE + STRATEGY

Objective: promote brand awareness for varietals from the Veneto wine region in Italy: Santi and Lamberti

Strategy: build a retail-adjacent experience during the busy holiday shopping season to capture shoppers and wine drinkers alike, and bring in a mood of Italian countryside in the wintertime - dark matte green mixed with copper tones, iconic Italian architectural elements mixed with potted olive trees, traditional graphic elements mixed with modern illustrations

Outcome: a pop-up environment at The Shops at Columbus Circle in NYC serving up wine tasting with Italian snacks and cheese, along with a gift wrapping station to prep that new purchase for the holiday season, surprise celebrity gift wrappers throughout a busy shopping weekend in December, and a partnership with Drizly to sell and deliver bottles direct to consumers’ homes