An immersive journey for Taylors Family Flagship Release
Each July, Taylors celebrates its founding day on the 20th. Not only was this a significant day for the Taylor family, who first set foot on their site in the Clare Valley, but one for mankind, who celebrated the first man landing on the moon on the very same day.
On this day, Taylors unveils its Family Flagship Release – a collection of its finest wines that showcase the pinnacle of its winemaking. To celebrate the arrival of the 2023 releases, Blend was tasked with creating a multi-sensory event experience that best showcased these wines and brought together Australia’s tastemakers for an unforgettable collection event.
Our inspiration for the 2023 Taylors Family Flagship Release event was Bill Taylor Snr’s journey to the Clare Valley when he first arrived at the site in Auburn in 1969 and the legacy of the Taylor name in the wine industry since it was established. Harnessing the stories of this journey, we developed a multi-sensory event experience that best showcased Taylors’ pinnacle wine releases.
Key elements that would bring to life this experience were the 3D projection mapping capabilities of our venue, Big Plans, located in North Melbourne. We then worked with acclaimed projection artist Tetsutoshi Tabata from Cell 66b to create a series of visual projections that showcased the various visual aspects of the Taylors Wines story across the entire venue.
A key challenge would be to create a space within the event that would serve as a semi-private wine-tasting experience without disrupting the main event. Our solution was to section a dedicated corner of the event space utilising semi-sheer curtains, which still showcased our projection artwork. This dedicated area would house a 40-person private wine masterclass, and through the use of wireless headphones (silent disco, anyone?), guests were able to hear from Chief Winemaker Adam Eggins and third-generation Winemaker Mitchell Taylor as they tasted three of Taylors finest releases from the new collection. The multi-sensory journey was complete with a selection of beautiful catering from the team at Peter Rowland Group.
The guestlist was curated to elevate the Taylors brand and included media representatives from News.com.au, The Australian, Halliday Magazine, Good Food, and Guardian Australia, alongside Melbourne designers, creatives, models, celebrities and a selection of Taylors top customers to experience this one-of-a-kind wine event.
The event and PR activity following garnered terrific coverage for the release of the new Family Flagship wines, including:
- A feature from James Halliday in his column for The Weekend Australian
- A mention in the latest drinks news with Halliday Wine Companion
- Additional wine reviews from key wine critics, including Huon Hooke, Cameron Douglas MS, Campbell Mattinson, and Angus Hughson
- Features in leading trade titles, including Drinks Trade, National Liquor News and the Moodie Davitt Report