Food, fashion, fine wine, and a star-studded crowd descended upon Carriageworks on the evening of Wednesday 3rd August, as Penfolds officially unveiled an out of this world experience in celebration of The Penfolds Collection 2022 release. The Penfolds Venture Beyond evening kicked off an immersive event series that was open to consumers across three nights, running from Thursday 4th – Saturday 6th August.
Upon arrival, guests were met with a Penfolds red carpet, an astronaut floating from the ceiling, a faux moonscape and wait staff dressed the part in astronaut inspired boiler suits. The atmosphere inside was electric, with guests treated to a DJ set from Australian indie pop duo Client Liasion as well as world-renowned music producer and international DJ, Dan Lywood from Playlister also joining the entertainment line-up. Coveted Australian Chef Nelly Robinson curated an intergalactic inspired menu, transporting guest’s tastebud to outer space. Design-driven Sydney art collective, Babekühl also created an otherworldly short film installation, capturing Penfolds creative winemaking process and depicting wines from The Penfolds Collection 2022 made across two hemispheres.
VIP guests in attendance included Rey Vakili, Jordan Turner, Charlotte Best, Tim Robards, Erin Holland, Ksenija Lukich, Pip Edwards, Samantha Harris, Sally Obermeder, Michael Lo Sordo, Tom Derrick, Natalie Roser and Laura Dundovic.
Kate & Co. PR were thrilled to manage a guest list of over 300 people, paid social strategy incorporating Penfolds Friends of the Brand, as well as manage a strategic media relations rollout, driving both pre-and post-publicity across print, online and radio. Coverage highlights included Daily Telegraph, Daily Mail, NOVA and the Sydney Morning Herald.