BACARDÍ FLAVOUR ROOMS
BACARDÍ FLAVOUR ROOMS
OGILVY - SHOREDITCH, LONDON
During my time with experiential production agency CreateLondon, I secured new business with advertising heavyweight Ogilvy, conceptualising and pitching an immersive brand activation to promote Bacardi’s New Caribbean Spiced Rum.
The Caribbean Flavour Rooms immersed guests on an otherworldly mixology journey of discovery, unlocking a sequence of sensorial chambers, designed to dazzle, unlock the unconscious and amplify all five senses.
Our fully immersive exp drew inspiration from Yayoi Kusama’s iconic Infinity Rooms, housed within 360° of mirrored walls, floors, and ceilings, augmenting reality with a mesmerising interplay of endless reflection and light.
Each chamber is unique but follows the same enchanting format on entry; guests are beckoned inside a pitch-black space by a big red button, pulsing seductively across the room. On activation, atmospheric conditions are triggered and a carefully curated sequence of light and sound design unravels energetically in synchronicity. Blending deep multi-sensory technical production with artistry and performance, we elevated the tasting experience, evolving each room into a dancefloor.
A fruitful collaboration with Bacardi’s esteemed Head Mixologists and renowned Sensory Expert Natalie Alibrandi facilitated the creation of a masterclass in mixology, with a beautifully balanced flight of cocktails curated for each room.
Alibrandi remarked, “The environment you are in has been proven to influence the perception of flavours. From temperature to time of day, numerous factors can alter an individual’s sensory journey when they are enjoying cocktails. It was a thrilling experience to bring these insights to life through the Caribbean Flavor Rooms by BACARDÍ, where we leveraged science and technology to transport guests to a tropical oasis in the heart of a city.”
The climate for each room was carefully considered, integrating heat, haze, ventilation, wind, vapour, and cooling systems with industrial-grade aroma diffusers releasing delicate scents of coconut, pineapple, and cinnamon.
Our nuanced approach enables us to produce individually tailored tactile weather systems, including stormy rain clouds, crisp night air, and sweet, hazy sunsets.
Our approach to sound and lighting design was subtle, yet centring around deep immersion and high-impact production. Due to the clean aesthetics lighting fixtures were individually designed, programmed and commissioned alongside recessed lasers and integrated moving light. We utilised over 1,000 linear meters of pixel LEDs to create mesmerising aura effects, each individually programmed.
Ceiling-mounted surround sound speakers and off-set subs were arranged to amplify our audio design. Each track was carefully curated to elevate the consumer journey, embellished with multi-layered samples and mastered to move with the lights.
Bacardí’s Carribean Flavour Rooms ran for three consecutive days and sold out in presale, boosting brand popularity and saturating social media. It was an immensely exciting and illuminating experience collaborating with Ogilvy on this campaign, gratified by awe-inspired guests and a deeply contented client.
CREDITS: Technical Direction, Creative Producer, Media – CreateLondon | Executive Producer –Ogilvy | Client - Bacardi