Text by Corina Tan
Penfolds Masterclass
The visually powerful world of space exploration is brought to life at Raffles City Singapore, following its extraordinary success this year in Bangkok, Sydney and Los Angeles. Venture Beyond by Penfolds is a futuristic wine experience featuring a series of playful interactions and digital installations that will run from November 10th – 20th. Live DJ Performances and masterclasses will be held to enhance visitors’ experience, so be sure to book your ticket for this amazing experience.
“Penfolds ‘Venture Beyond’ brand thematic is the ultimate embodiment of mankind’s pursuit to explore the unknown, where space exploration was used as the vehicle to invite new consumers to ‘Venture Beyond’ and embark upon a journey into Penfolds wines. We are proud to have brought this concept to life in Bangkok, Sydney, and Los Angeles in the past few months, showcasing Penfolds unique ‘House Style’ through curated wine tasting experiences and spaced themed activations,” says Irene Kong, Marketing Director, Penfolds International. “As the spirit of innovation continues to drive us, we will elevate the Venture Beyond by Penfolds experience in Singapore, with the celebration of the Penfolds Collection, comprising wines from three country of origins: the Australian, Californian and the inaugural French wines.”
Penfolds holds 178 years of winemaking history which will be part of the immersive Venture Beyond journey. The first stop is named after Penfold’s motto ‘1844 TO EVERMORE’, where consumers will learn about how the winery embraces freedom to explore premium viticultural regions across Australia and the world. THE LUNAR EXPERIENCE will then catapult visitors into space, the moon and beyond, where an interactive lunar landscape environment becomes the backdrop for a short film about Penfolds creative winemaking process, created by design-driven art collective Babekühl. Depicting wines from The Penfolds Collection made across two hemispheres, this interpretation of the Penfolds story is told through the lens of new horizons and possibilities using infrared cinematography, macro imaging, 3D scanning, photogrammetry, AI and code-based art tools, data-driven, and generative imagery.
The Lunar Lounge
QR scans are made available throughout the Venture Beyond journey, as guests participate in star quests that are redeemable for customed Penfolds merchandise. At THE LUNAR LOUNGE, QR codes are then used to add selected wines to shopping carts, and retrieving physical bottles at the payment counter thereafter. At this point, an optional wine flight purchase encompassing three Australian wines – Bin 389 Cabernet Shiraz(affectionately known as ‘Baby Grange’), Bin 311 Chardonnay, and Max’s Cabernet Sauvignon would be available at the bar.
For a more luxurious and intimate wine tasting experience, the masterclass session invites consumers to discover Penfolds’ winemaking approach, unrestricted by a specific vineyard or region to select the best of the best grapes from Australia, California and France. Hosted by Penfolds International Brand Ambassadors Team, the masterclass session will feature pours of five premium wines from the Penfolds Collection, comprising the Australian, Californian, and for the first time in Penfolds history, the inaugural French wines – Grange 2018, St Henri Shiraz 2019, Yattarna Chardonnay 2020, FWT 585 Cabernet Merlot Petit Verdot 2019, and Bin 704 Napa Valley Cabernet Sauvignon 2019.
Staged over the weekend for 3 nights, partygoers can play thematic dress up and be enthralled by the flight of three Australian wines, and the experiential “Moon Puffs” treat, while being entertained by live DJ performances from a stellar line-up of international and local acts such as Mademoiselle Yulia (JP), Farah Farz (SG), as well as Daryl Knows, Kaye, and A’alely of Darker Than Wax Collective (SG).
Reservations for Venture Beyond by Penfolds must be made in advance by booking a timeslot at venturebeyondbypenfolds.com
