Text by Corina Tan
Penfolds Venture Beyond
Venture Beyond by Penfolds is an exciting and visually empowered experience that brings the world of space exploration to life. This immersive journey encompasses Penfolds 178 years of winemaking history and a projection of the future, through a series of playful interactions, digital installations and creative dining experiences. The experience now runs in Bangkok until July 21st, 2022.
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Transformed into a reimagined world of space exploration, the entire floor of ICONLUXE in ICONSIAM is being used to showcase the Penfolds experience. Venture Beyond begins as you enter via doors of the Penfolds spacecraft, where visitors are then catapulted into space, the moon and beyond. As they embark through the journey, visitors will learn more about Penfolds ‘House Style’ and how the winery embraces the freedom to explore premium viticultural regions across Australia and the world, with a global approach to winemaking–unrestricted by region or vineyard. Continuing the brand’s strong and iconic use of phygital activations, visitors will be able to scan QR codes throughout their journey for a digital guide with additional features to complement and enhance their trip, including the winery’s 178 year history and product information. The opportunity to purchase Penfolds merchandise will be introduced through a new retail format on the digital platform where consumers can add their wines to a cart electronically and retrieve the physical bottles when they make payment at the counter.
“Penfolds is daring to go where other wine brands have never gone before, just like the relentless visionaries who dared to innovate and push boundaries in winemaking the last 178 years,” says Irene Kong, Marketing Director, Penfolds International. “The territory of space exploration resonated with the core values we’d identified in Penfolds–daring, pioneering, boundary pushing, inspiring–and provided a platform for consumers to interact with Penfolds in a new and exciting way. We hope consumers will be over the moon when experiencing each touchpoint at Venture Beyond by Penfolds”.
At the same time, Penfolds has collaborated with world-renowned chef Mauro Colagreco and his team from Mirazur to headline the dining menus at this event. For one night only, on Saturday, July 2, 2022, chef Mauro Colagreco will host an extensive 6-course wine-pairing dinner. Admirers of chef Mauro Colagreco can watch the talented chef and his team through the show kitchen and enjoy a three-star Michelin experience. From July 6th through the 21st, local celebrity chef and restauranteur Pam (Pichaya Utharntharm) will helm the small plates service, with stardishes from chef Mauro Colagreco’s menu. “The selection of the chefs was done with the Penfolds DNA in mind. We found strong alignment between Penfolds’ spirit of venturing beyond boundaries and the stories of the chefs.
Through the curated food and wine pairing experiences, I hope this will further highlight Penfolds unique ‘HouseStyle’ and prove more compelling for luxury consumers, collectors and drinkers”, continue Kong.
Admission to Venture Beyond by Penfolds is by reservation only, including general entry to the experience. All visitors must reserve a timeslot in advance HERE.
