Moet Hennessy - Cloudy Bay Auckland NZ

MOET HENNESSY 

CLOUDY BAY 

AUCKLAND FLAGSHIP CONCEPT

Why are we here today? 

MOET HENESSY / JANUARY, 16th, 2016 / p. 3 

MOET HENESSY – CLOUDY BAY / MARCH 3rd, 2017 / p. 3

Turn the renewal of Auckland airport ! 

– as an international gate for New Zealand - ! 

into a new opportunity for increasing ! 

Cloudy Bay awareness & portfolio desirability by! 

defining an exclusive and engaging Flagship experience 

MOET HENESSY – CLOUDY BAY / MARCH 3rd, 2017 / p. 4 

/ p. 4

OUR BUILDING PROCESS : 5 KEY DRIVERS TO REVEAL AN EXCLUSIVE CUSTOMER EXPERIENCE 

TONE 

OF VOICE 

IDENTITY 

DRIVERS 

ENVIRON- 

-MENT 

DRIVERS 

OFFER & 

OFFER & 

SERVICES 

SERVICES 

DRIVERS 

BRAND 

RITUAL 

ENGAGING 

CONVERSATION 

FOR A 

MEANINGFUL 

RELATIONSHIP 

AND CUSTOMER 

CONSIDERATION 

CREATING A 

BRAND 

RECOGNIZABLE 

RETAIL STORE 

VISUAL IDENTITY 

SYSTEM 

CREATING AN 

ENVIRONMENT 

VOCABULARY FOR 

AN EXCLUSIVE 

ATMOSPHERE 

DEFINING 

A UNIQUE MIX 

OF PRODUCTS 

& CUSTOMER 

SERVICES 

IN-STORE & BEYOND, 

TO ENHANCE 

CUSTOMER 

SATISFACTION 

& LOYALTY 

IMAGINE THE 

OPPORTUNITY TO 

CREATE A 

SINGULAR RITUAL 

TO ACKNOWLEDGE 

THE EXCLUSIVE 

NATURE OF THE 

AGDC STORE 

EXPERIENCE 


What do we stand for? 

MOET HENESSY / JANUARY, 16th, 2016 / p. 6

3 KEY LEARNINGS TO TAKE DIRECTION 

BRAND 

DNA 

MANDATORY 

CONTEXT 

TARGET 

AUDIENCE 

 

Establish an iconic 

Cloudy Bay 

permanent flagship that 

embodies the brand 

vision. 

 

Create an immersive 

retail concept that 

activates the brand and 

generates added value to 

both travellers and the 

Airport. 

 

Deliver a unique 

consumer journey to 

enrich the relationship 

with Cloudy Bay and 

establish community 

engagement. 

 

MOET HENESSY – CLOUDY BAY / MARCH 3rd, 2017 

/ p. 7

BRAND DNA > AN ICONIC CLOUDY BAY PERMANENT FLAGSHIP THAT EMBODIES THE BRAND VISION 

BRAND ESSENCE 

THE CURATOR OF 

NATURAL LUXURY 

BRAND EXPERIENCE 

BREATHE & SAVOUR 

THE NATURAL LUXURY 

> Inspire playful exploration 

through a “Collector’s” 

premium eye-catching effect 

> Shift the wine category 

perspectives through a “Capture the 

moment“ atmosphere 

MOET HENESSY / JANUARY, 16th, 2016 / p. 8 


MANDATORY CONTEXT > AN IMMERSIVE RETAIL CONCEPT THAT ACTIVATES THE BRAND & GENERATES 

ADDED VALUE TO BOTH TRAVELLERS & THE AIRPORT 

Embody Cloudy Bay 

Come Sail Away Activation Platform 

- A new experiential retail space - 

Develop a genuine sense of 

lifestyle with Auckland airport 

- A distinctive view of the best NZ has to offer – 

> Deliver a real sense of place 

through gathering together 

and sharing stories 

> Bring a part of New Zealand home 

through a living & lasting footprint 


/ p. 9

TARGET AUDIENCE > DEFINE A UNIQUE CONSUMER JOURNEY TO ENRICH RELATIONSHIP WITH CLOUDY 

BAY 

NEW 

ZEALANDER 

Authencity 

Country pride 

Freedom 

CHINESE 

Gifting 

Education 

Exclusivity 

 

Focus on a priority target, the millenial travellers community (21-34) as 

world ambassadors, who foster a prevailing sense of embracing new cultures 

& usages, and brand advocacy through word of mouth. 

> Promote a new global experience fitting with their spirit through 

responding to 3 relevant factors to establish community engagement : 

1. self-expression 

2. pioneering 

3. play 


ACHIEVING AN EXCLUSIVE AND ENGAGING FLAGSHIP EXPERIENCE 

“Collector’s” 

premium 

eye-catching 

effect 

“Capture the 

moment“ 

atmosphere 

Gathering 

together and 

sharing 

stories 

NZ living & 

lasting 

footprint 

memory 

Trigger self 

expression , 

pioneering & 

playful feeling 


/ p. 11

What is our immersive ‘storyliving’*? 

* Raising storytelling to storydoing 

MOET HENESSY 

MOET 

– CLOUDY 

HENESSY 

BAY 

/ JANUARY, 

/ MARCH 

16th, 

3rd, 2017 

2016 / 

p. 

p. 

12 

12

“STORYCATCHER“ 

 

Story is the heart of life. Story moves us to love and can motivate us to change 

the whole course of our lives. Story can lift us beyond our individual borders to 

imagine the realities of other people, times, and places. 

It’s a universal language to be shared and to shift our perspective. 

 

Cloudy Bay, fruit of New Zealand, has this timeless power to catch the 

imagination by surrounding ourselves with breathtaking nature and reconnecting 

us to what really matters… 

 

The flagship experience will embody the Cloudy Bay crew’s break 

through wine & NZ lifestyle stories as a Storycatcher. 

 


/ p. 13

4 PILLARS TO BRING TO LIFE THE ‘STORYCATCHER’ IMMERSIVE STORYLIVING PROPOSITION 

#1 

CAPTURING SAILS 

Follow the eye-catching 

effect 

#2 

LIFESTYLE BOARDS 

Immerse into 6 lifestyle 

wine profiles 

#3 

OBSERVATORY 

Seek & you will find 

the perfect wine 

#4 

“CARNETS DE VOYAGE“ 

Craft your own 

NZ lifestyle story book 


/ p. 14

#1 


 

The 'Come Sail Away’ motif is maintained as the global 

activation platform, which spreads across the retail 

space to mark the Cloudy Bay territory and invite 

consumers under its wings. 

 

The sails create a play of light and shadow, and are an 

allegory to the extended open space that is inherent 

within the Cloudy Bay brand story. 

 

A feeling of space and freedom is vividly integrated into 

the retail experience. 

 

- Disperse light 

- Allegory of freedom & audacity 

- Open spaces & extensive scale 

- Deep breath 

 

MOET HENESSY 

MOET 

– CLOUDY 

HENESSY 

BAY 

/ JANUARY, 

/ MARCH 

16th, 

3rd, 2017 

2016 

/ 

/ 

p. 

p. 

15 

15

#2 


 

A new way of understanding the wine and shifting your 

perspectives of the category. 

 

A system of multifaceted product display , which allows the 

consumer to project their lifestyle into wine discovery 

through an offer navigation by analogy. 

 

With 6 distinct lifestyle portraits, one for each type of wine, 

the consumer can use their lifestyle profile to find their 

matching wine and immerse into nature, food and travel 

associations. 

 

- Emphasize offer value 

- Immerse into lifestyle through discovery of 6 distinct lifestyle 

profiles with a fresh mindset 

 


#3 

OBSERVATORY 

 

Seek and you will find. The full central Cloudy Bay 

portfolio – a point of attraction for the customer to discover 

and explore. 

 

The full wine range is displayed in a light diffusing central 

library. The system of wine storage and display wraps 

around the central column structure beneath the sails, to 

entirely reshape the interior space into a new spatial 

volumetric reality. 

The complete range of wine is the foundation of the sails, 

making an autonomous self-service system, which invites 

the consumer to come closer and find out more. 

Tasting is integreated into this central library. 

 

- Full central porttfolio 

- Autonomous full range display 

 

 

MOET HENESSY 

MOET 

– CLOUDY 

HENESSY 

BAY 

/ JANUARY, 

/ MARCH 

16th, 

3rd, 2017 

2016 

/ 

/ 

p. 

p. 

17 

17

#4 

CARNETS DE VOYAGE 

 

The digital storytelling interactive coffee table that invites 

the costumer to create their own guidebook, from a selection 

of the best New Zealand has to offer. 

 

The highly intuitive and visual app brings the costumer 

closer to New Zealand, to create a long lasting relationship 

with the country and the Cloudy Bay brand. 

Get crafty with a selection of natural landscapes, 

restaurants, museums, activities, and experiences based on 

your very own lifestyle in NZ. Then, enter your email to save 

your ‘Carnet de voyage’, remember your favorite destinations 

and share them with friends visiting New Zealand. 

 

- Build your own 

New Zealand Guidebook 

- Share with friends on social media 

 

MOET HENESSY 

MOET 

– CLOUDY 

HENESSY 

BAY 

/ JANUARY, 

/ MARCH 

16th, 

3rd, 2017 

2016 

/ 

/ 

p. 

p. 

18 

18

Creative proposal 


MATERIALS MOOD BOARD 


/ p. 20

OVERVIEW 


/ p. 21

KEY ELEMENTS 

CAPTURING 

SAILS 

Follow the eyecatching 

effect 

OBSERVATORY 

Seek and you 

will find the full 

Cloudy Bay 

portfolio 

CARNET DE 

VOYAGE – 

Craft your own 

NZ lifestyle story 

book 

LIFESTYLE 

BOARD – 

Immerse into 6 

lifestyle wine 

profiles 


/ p. 22

GLOBAL PLAN 


/ p. 23

ZONING 

MAGNETIC OPEN 

PLAY LAYOUT – 

freeflowing 

& fluid entry 

MASTERY RANGE 

Focus on premiums 

The koko 

Te Wahi 

CORE RANGE 

Focus on pillars 

Sauvignon blanc 

Pinot noir 

Chardonnay 

Sparkling 

Pelorus NV 


/ p. 24

FOCUS ON LIFESTYLE BOARD DISPLAYS 


/ p. 25

KEY ELEMENTS 

PRODUCTS 

DISPLAY 

a new way of 

understanding the 

wine category 

WINE STOCK & 

DISPLAY – 

Natural crafted; 

New Zealand artist 

inspired wood 

PRODUCT 

INFORMATION 

Pale gold wine 

categorisation 

label (multilingual) 

PLANTS 

sourced 

from specific 

vineyard 

areas 


/ p. 26

Focus on 


 

Objects placed on the lifestyle board 

embody all the best that New 

Zealand has to offer, from recipes, 

nature, landscapes, activities, and 

wildlife. 

 

The display stands system is 

integrated into the storage in the 

same visual way. 

 

Varying travel object displayed are 

associated with wine, to create a 

complete story for each wine 

category and an autonomous 

consumer journey. 

 


/ 

/ 

p. 

p. 

27 

27

Focus on 


 

Objects placed on the lifestyle board 

embody all the best that New 

Zealand has to offer, from recipes, 

nature, landscapes, activities, and 

wildlife. 

 

The display stands system is 

integrated into the storage in the 

same visual way. 

 

Varying travel object displayed are 

associated with wine, to create a 

complete story for each wine 

category and an autonomous 

consumer journey. 

 


6 LIFESTYLE BOARDS TO BE SEASONALLY UPDATED 


/ 

/ 

p. 

p. 

29 

29

6 LIFESTYLE BOARDS TO BE SEASONALLY UPDATED 


FOCUS ON INTERACTIVE DIGITAL TABLE 

FOCUS ON “CARNET DE VOYAGE” DIGITAL COFFEE BAR 


/ p. 31

KEY COMPONENTS 

FRAME 

Inspired by brand 

attributes, with 6 structural 

supports that represent 

each wine category 

ANIMATED 

BRAND FILM 

 

INTERACTIVE STORY 

TELLING 

digital interactive 

storytelling 


/ p. 32

Focus on 

“CARNET DE VOYAGE“ DISPLAY 

 

Get crafty, make your own NZ 

story lifestyle and share it with 

your friends! 

 

> Choose your lifestyle elements : 

Activity’s polaroid, NZ location postcards, 

inspiring messages, vegetal elements, 

lucky charms, local recipes… 

> Select you guidebook style template 

> Discover your wine association profile 

> Insert your email & share your own NZ 

story ifestyle creation with friends 

 

 

 

 


/ 

/ 

p. 

p. 

33 

33

FOCUS ON OBSERVATORY 

FOCUS ON OBSERVATORY 


/ p. 34

KEY COMPONENTS 

OBSERVATORY – 

Autonomous & back 

lit display of the full 

Cloudy Bay range 

BRAND 

STORYTELLING - 

Vineyard visuals 

PANORAMA – 

Visual storytelling 

corresponding to 

wine categories 

TASTING –Pull out 

shelves for wine 

tasting and 

consultation 

GIFTING – Raised 

shelves with 

emphasis on 

seasonal promotions 

& gifting 


/ p. 35

OVERVIEW 


/ p. 36

CLOUDY BAY’S FLAGSHIP “STORYCATCHER“ EXPERIENCE 

TONE 

OF VOICE 

IDENTITY 

DRIVERS 

ENVIRON- 

-MENT 

DRIVERS 

OFFER & 

OFFER & 

SERVICES 

SERVICES 

DRIVERS 

BRAND 

RITUAL 

THE ‘STORYTELLER’ 

- Dreamy, positively inspiring, 

narrative & adventurous, 

- Sharing experiences and 

memories 

- Enjoy little things in life 

CURATOR OF UNEARTHED & 

AUTHENTIC SOUVENIRS 

- Lifestyle memories : Polaroid pictures, 

hand written messages… 

- Cloudy, earthy & white 

colour palette 

- Pale gold: the bright light brings a touch 

of luxury 

- Raw wood & organic fabric 


- Totemic element / eye-catching 

open space 

MAGNETIC 

OPEN PLAN LAYOUT 

OBSERVATORY 

- Illuminated central column 

structure 

6 LIFESTYLE WINE PROFILES 

Consumers can project their 

lifestyle into wine discovery through 

6 distinct lifestyle portraits, 

TASTING 

‘CARNETS DE VOYAGE’ 

Invites the costumer to create 

their own guidebook, from a the 

best New Zealand has to offer. 

(Digital interactive storytelling 

coffee table) 

‘LIFESTYLE BOARDS’ 

- A system of modular visual displays 


ANNEX

YOUR NEW ZEALAND STORY 1 – THE ICON 

Sauvignon Blanc 

Wildlife – Gannet 

Art & Culture – Len Lye Centre 

Ac1vity – Surfing, South Island 

Food Pairing – Green Lipped Mussels 

Dine – Cibo 

Nature -‐ Lake Pukaki, South Island 


YOUR NEW ZEALAND STORY 2 – THE ELEGANT 

Pinot Noir 

Wildlife – Kakapo Art & Culture – Michael Parekowhai Ac1vity – Horseriding, Glenorchy 

Food Pairing – Sweet & SFcky Pork Ribs 

Dine – Orbit 

Nature – Cathedral Cove, The Coromandel 


YOUR NEW ZEALAND STORY 3 – THE VIBRANT 

Te Koko 

Wildlife -‐ New Zealand Dolphin 

Art & Culture -‐ Maori carvings, Lake Taupo Ac1vity – Kayaking, Lake Taupo 

Food Pairing – New Zealand Scallops 

Dine – Gondola Restaurant & Bar, 

Queenstown 

Nature – Picton, Marloborough 


YOUR NEW ZEALAND STORY 4 – THE SENSUAL 

Te Wahi 

Wildlife -‐ Kea 

Art & CultureToitū Otago SeTlers Museum Ac1vity – Camping, Mou Waho Island 

Food Pairing – New Zealand Lamb 

Dine – MaTerhorn 

Nature – Glowworm caves, Waitomo 

ZOOMSHOPS LAUNCHING 


YOUR NEW ZEALAND STORY 5 – THE FREE SPIRIT 

Chardonnay 

Wildlife – Kiwi Bird 

Art & Culture – Rita Angus 

Ac1vity – Hiking, The Coromandel 

Food Pairing -‐ Kumera 

Dine – The Sugar Club, Auckland 

Nature – Egmont NaFonal Park, Taranaki 


YOUR NEW ZEALAND STORY 6 – THE SOPHISTICATED 

Pelorus 

Wildlife – Yellow Eyed Penguin Art & Culture – Francis Upritchard Ac1vity – Skydiving, Queenstown 

Food Pairing – Bluff Oysters 

Dine – Oyster & Chop 

Nature – Bremner Bay, Lake Wanaka 

ZOOMSHOPS LAUNCHING 


SAUVIGNON BLANC LIFESTYLE BOARD 


PINOT NOIR LIFESTYLE BOARD 


TE KOKO LIFESTYLE BOARD 


TE WAHI LIFESTYLE BOARD 


CHARDONNAY LIFESTYLE BOARD 


PELORUS – LIFESTYLE BOARD

Moet Hennessy - Cloudy Bay Auckland NZ

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