POLO, PICNIC, PERLAGE
Champagne Lanson has stood for French joie de vivre, sporty elegance and a champagne style defined by vitality, freshness and fruit since 1760. This exact promise is translated into an unusual experience with the Lanson Lofting du Style roadshow: instead of waiting for unpredictable spring weather, a format was developed that brings summer indoors – complete with a stable-style staging, mini ponies and the presence of the Lanson Bundesliga polo team. The brief: to combine the flair of polo and the ease of a champagne picnic with the expert depth of a food-paired vintage tasting, making the creativity of the "Champagne Maker" tangible for retail, press and opinion leaders.
The creative guiding idea relies on a radical shift in perspective: while everyone else can do outdoors, Lanson stages the outdoor feeling in an urban loft. Real turf, hay bales, saddles and jerseys create an atmospheric stable scenery that transforms the space into a polo world. In between: long wooden tables, candlelight, lush flower arrangements and a finely curated food concept that picks up the character of the different cuvées across small courses. The champagnes aren't just tasted, but told through the interplay of texture, aroma and temperature – from the first summery aperitif to dessert.
Design and execution follow a clear, transferable system: invitation newsletters, menu and drinks cards as well as displays carry a fresh, dew-drop-inspired imagery and the claim of a "perfect start to summer". The combination of natural materials, soft daylight and deliberate staging of bottles, corks and cocktails translates brand values like vitality, quality and modernity into the space.
The result is a roadshow that goes far beyond a classic tasting. It combines storytelling, training and experience, creates closeness to the brand, and makes Lanson tangible as a polo and picnic champagne – regardless of weather, place or city. This turns an indoor event into a format that anchors summer in a glass, and in the minds of its guests, for the long run.
