Challenge

Create a physical experience that could attract attention during the competitive Christmas period while maintaining the prestige of Krug.

Insight

Luxury doesn't always need to be formal. There is something powerful about putting an unexpected, accessible experience next to something genuinely premium.

Idea

The Krug Kreperie. A temporary luxury crêperie in Covent Garden, created with three-Michelin-starred chef Pierre Koffmann. The visual world combined Baccarat chandeliers, reclaimed wood and oversized Krug-inspired dining pods under the idea of "Rough Luxury."

My role

As Visual Designer for The Persuaders, I worked within Krug's brand toolkit to translate it into the physical space creating the menus, shaping the ambiance, and guiding the tone and look of the concepts The Persuaders had developed. I worked closely with the creative director, the producer and a third-party setup team, running a couple of brand exercises to keep everything feeling authentically Krug. Hands-on craft across an experiential build, start to finish.

Impact

• Nearly 600 guests

• 27 pieces of positive media coverage

• 13K+ Instagram posts

• extended for an additional month due to demand.

Art Direction · Brand Strategy · Campaign · Social · Experiential