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Client: Treasury Wine Estates
Project: Penfolds Blocks
People: Consumers and Media


Designed to engage a younger, style-conscious audience who perceive Penfolds to be a more traditional, old-fashioned brand, Penfolds commissioned Blocks, a three week immersive brand experience in Sydney that brought together design, art, wine and stories in truly memorable fashion.

Working alongside the London design studio responsible for the creative direction, Bunch collaborated in the design, construction, planning, sourcing, installation and management of each of the distinctive multi-layered elements and ensured the total experience was of the highest possible quality.

Selling out almost immediately (2000 tickets in total), Blocks set a new standard for the category, featured in mainstream, design and industry press across Australia and around the world and engaged an entirely new demographic 
with reasons to view Penfolds in a whole new light.